Branded! How the 'Certification Revolution' Is Transforming Global Corporations

ISBN-10: 0865715793

ISBN-13: 9780865715790

Edition: 2007

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Making responsible social and environmental choices has not always been a first priority for many corporations, but recent history has changed all that. Small but mighty nongovernmental organizations (NGOs), using twenty-first-century global communications, are nipping at the heels of corporations caught in unethical and irresponsible practices. NGO "market campaigns" are moving these companies toward the higher standard now demanded by their clients, their consumers, and society as a whole. The lever that moves these giants is the risk of destroying their carefully built "brands" if they fail to recognize their "moral liability" and clean up their practices. Branded! outlines the ability of NGOs to affect corporate markets. It shows how the development of certification systems for corporate social and environmental practices has created some intriguing questions: Why are retail giants paying premiums for ethically produced products . . . and not overcharging their customers? How have NGOs gained such power and credibility? What are the challenges of these new modes of corporate accountability for both NGOs and corporations? What are the unexpected opportunities for newly accountable corporations? Branded! is a must-read for corporate executives, NGOs, and ethically concerned consumers. It is rich with vignettes of firms, NGOs, campaigns, failures, successes, memorable personalities, and hard-fought battles. Dr. Michael E. Conroy is an economist who taught for twenty-five years at the University of Texas. He has spent twelve years in various philanthropic positions in support of certification systems and serves on the boards of several key organizations in the certification field.
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Book details

List price: $19.95
Copyright year: 2007
Publisher: New Society Publishers, Limited
Publication date: 6/1/2007
Binding: Paperback
Pages: 320
Size: 6.00" wide x 9.00" long x 1.00" tall
Weight: 1.254
Language: English

Michael Conroy is Program Officer for Global Governance for the Rockefeller Brothers Fund. Previously a Senior Lecturer and Senior Research Scholar at the Yale School of Forestry and Environmental Studies, he was also Senior Program Officer at the Ford Foundation, and Professor of Economics at the University of Texas at Austin.

Branded! The Unexpected Consequences of Successful Global Branding
Seemingly Improbable Corporate Events
From Branding to Branded!
The Basics of Certification Systems
A Corporate Cautionary Tale: The Story of Nike
Why Do Businesses Engage?
The Critical Three-Way Combination
Development Stages for Certification Systems
An NGO Cautionary Tale: The Story of Green Seal
The Voices of Fundamental Opposition
The Rest of the Book
Redefining Corporate Social and Environmental Accountability for the 21st Century
A Brief History of Corporate Social Responsibility
Critique of Corporate Social Responsibility
Re-specification of CSR for the 21st Century
Internet Instruments for Corporate Accountability: The Business and Human Rights Resource Centre
Rebuilding a Company Around Corporate Social Accountability...and Winning! The Marks & Spencer Story
Collaborative Governance and Capitalism 3.0
Leveraging the Brand: The Essence of Ethical Business Campaigns
Factors behind the Emergence of Market Campaigns
Promoting a Race to the Top
Speaking Truth to Power: Michael Marx and the Evolution of Corporate Market Campaigns
The Making of a Market Campaigner: Michael Brune of Rainforest Action Network
Market Campaigns in a Broader Context: The Power of NGOs
Birth of It All: Transforming the Global Forest Products Industry
The Issues
Birth of the Forest Stewardship Council
Building Corporate Engagement
Richard Z. Donovan and the Rainforest Alliance SmartWood Program
Building Support for FSC Success: Bruce Cabarle and WWF-US
FSC and the Amazon: Roberto S. Waack of Grupo Orsa
Institutional Maturation of the FSC
Building a Mature Global Forest Products Certification System: Heiko Liedeker of the FSC
Tapping the Ethic of "Fairness": Certifying Global Commodity Trade
Basic Notions of Fair Trade (The Issues? Background?)
Certified Fair Trade
Building Fair Trade into Corporate Culture: Bob Stiller of Green Mountain Coffee Roasters
Certified Fair Trade in the US
Paul Rice and TransFair USA: An NGO that "Works at the Speed of Business"
Taking Fair Trade to the Consumer: The Wild Oats Story
Even the Banks Can Do It! New Accountability in Global Finance
The Issues
Campaigns and Results
Bringing "Charismatic Commitment" to the World Bank Group: Rachel Kyte
Caught in the Cross-Hairs, Responding with Flair: Pamela Flaherty of Citigroup
Pioneers in the Implementation of the New Banking Standards: Matt Arnold and Sustainable Finance Ltd.
Can Tourism Be Tamed? Toward a Sustainable Tourism Stewardship Council
The Issues
Certification in the Tourism Sector
Building the Ethic of Sustainable Ecotourism: Martha Honey of the International Ecotourism Society and the Center for Ecotourism and Sustainable Development
Certified Ecotourism Pioneer: Karen Lewis of Lapa Rios Ecolodge
Building Global Tourism Certification: Tensie Whelan, CEO of Rainforest Alliance
Accountability Comes to Mining: Building an Assurance Process
The Issues
The Campaign
Leading the Jewelry Industry Toward Greater Sustainability: Michael Kowalski of Tiffany & Co
Forging the "No Dirty Gold" Campaign: Payal Sampat of Earthworks
Can Certification Systems Reduce Global Poverty?
Building Assets and Alleviating Poverty
Community-based Indigenous Success under the FSC: The Story of San Juan Nuevo
Responses to the Challenges
Certification Opportunities and Challenges Encountered in Other Arenas: Fisheries, Toxics, and Labor
The Marine Stewardship Council
Rebuilding the Core of Well-Managed Fisheries: Rupert Howes at the MSC
Certifying Labor Practices in the Apparel Industry
Tackling the Tough Job of Factory Auditing: Heather White, founder of Verity
Campaigns Against Toxics
Stripping Electronics of Its "Clean" Veneer: Ted Smith of the Silicon Valley Toxics Coalition
Industry Push Back, and the Failure of Second-Party Certification Efforts
Challenging NGO Legitimacy
Industry-Led Certification Systems
The Mother of All Campaigns: Taking on Wal-Mart and the Looming Domination of Big-Box Retail Stores
Big-Box Retail
Focus on Wal-Mart
The Issues
The Campaign
Justin Ward of Conservation International's Center for Environmental Leadership in Business
Struggles on the Frontier: Are There Limits to the "Certification Revolution"?
What Do You Do with Campaigns That Seem To Go Nowhere?
Is There a Risk that the Concept of Certification Will Be Diluted?
Are There Market Structures Where the Certification Revolution Is Less Likely To Be Effective?
How Critical Is Consumer Consciousness and Direct Consumer Demand?
How Does This New Form of Market-Based Governance Interact with Traditional Modes of Regulation?
Who Watches the Watchers, Certifies the Certifiers?
How Do Certification Systems Become Financially Sustainable?
Can Nonprofit Organizations Learn to Function at the Speed of Business?
Can the Advocacy NGO Community Remain Committed to Certification as Its Success Grows?
Can the Certification Revolution Avoid Discriminating against the Global South?
About the Author
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