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Corporate Community Relations The Principle of the Neighbor of Choice

ISBN-10: 027596471X

ISBN-13: 9780275964719

Edition: 1999

Authors: Edmund M. Burke

List price: $35.00
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The public environment in which companies operate has changed significantly since the 1970s. Communities, in response to elected officials and community groups, are demanding that companies observe new norms of behavior. They expect companies to respect the environment, respond to the concerns of the community residents, and contribute to the support of community institutions. As Burke illustrates, a company's community reputation also affects the behavior of consumers and employees. Consumers prefer to buy products from companies that are involved in the community. Employees are attracted to companies that have a good community reputation. Just as successful companies need to be a supplier of choice, an employer of choice, and an investor of choice, they now have to become a neighbor of choice. They have to behave in ways that build a legacy of trust in order to be positioned positively in the community. As Burke shows, to be a neighbor of choice a company has to pursue three strategies: build sustainable and ongoing relationships with key community individuals, groups, and organizations; institute procedures that anticipate and respond to community expectations, concerns, needs, and issues; and focus the company's community programs on ways that promote and strengthen the community's quality of life and which also support the business goals of the company. The strategies developed by Burke will be of great use to community and public affairs managers and general managers of corporations as well as CEOs and other executive officers. Students in courses on corporate strategy and general management will find the book of value, as will students in courses on non-profit management.
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Book details

List price: $35.00
Copyright year: 1999
Publisher: ABC-CLIO, LLC
Publication date: 2/28/1999
Binding: Paperback
Pages: 208
Size: 6.25" wide x 9.50" long x 0.75" tall
Weight: 0.682
Language: English

EDMUND M. BURKE is Founder and Director Emeritus of The Center for Corporate Citizenship at Boston College. The author of Corporate Community Relations (Quorum, 1999), he conducts seminars and training programs on corporate citizenship and consults to business leaders on issues of social responsibility and strategy.

Foreword: Why Merck Needs to Be a Neighbor of Choice
Introduction: The New Expectations for Today's Corporation
The Principle of the Neighbor of Choice
The Psychological Contract From Balloons and T-Shirts to Neighbor of Choice
How to Achieve a Competitive Advantage
Implementing Neighbor of Choice
The Company Assessment Who Are the Corporation's Communities?
The ""Shadow Constituencies""
The Community Assessment
The Three Strategies
The First Strategy
Building Relationships of Trust T