CSR as Innovation Prepared by Diana Adair, MBA ’06 March 14, 2007 Professor Kellie McElhaney MBA...
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Transcript of CSR as Innovation Prepared by Diana Adair, MBA ’06 March 14, 2007 Professor Kellie McElhaney MBA...
CSR as Innovation
Prepared by Diana Adair, MBA ’06March 14, 2007
Professor Kellie McElhaneyMBA 292: Strategic Corporate Social Responsibility
Table of Contents
• CSR Overview• CSR Communications• Google Case Study• Working at Google
CSR Philosophy
• Mission: Organize the world’s information
• Culture of innovation:Don’t be evil
• Corporate leadership:Setting an example
Key Challenges
?What are the challenges facing
technology companies?
What are the challenges facing Google?
Key Issues
• Public Policy:Net neutrality
• Employer:Diversity
• Privacy:China
• Environment:Minimizing impact
• Ethical:Transparency
Highlights
• Employer-“Green” benefits-Organic, locally-grown food
• Philanthropy-Google.org-Google Grants
• Business Strategy-Corporate Environmental Programs-Product-specific
Table of Contents
• CSR Overview• CSR Communications• Google Case Study• Working at Google
Stakeholder Engagement
Media
Competitors
Suppliers
NGO’sGovernments
Investors
Employees
Customers
Environment
Communities
8 Components of a Newsworthy
• Change• Timeliness• Impact• Prominence• Proximity• Conflict
• The Unusual• Currency
Story
Media
Internal Communications
• Weekly TGIF• Town halls• Internal news
• Culture• Innovation
Employees
Table of Contents
• CSR Overview• CSR Communications• Google Case Study• Working at Google
Google’s Solar Panels
• Key elements: messaging, authenticity, timing, consumer appeal
Table of Contents
• CSR Overview• CSR Communications• Google Case Study• Working at Google
My Job
• PR for advertising products• CSR strategy and “green” initiatives
Working at Google
Global Communications and Public Affairs
Apply Online:http://www.google.com/support/jobs/bin/answer.py?answer=57961
Questions?