Author: Nick Lakin
Publisher: Routledge
ISBN: 1351279025
Category : Business & Economics
Languages : en
Pages : 312
Book Description
"We need to do Community Involvement better – we know we're spending millions each year on charitable causes; how can we find out what is really effective and what people will appreciate us for? Who should we partner with? How can we make a real difference in society and help our business?" Companies around the world are trying to answer these questions. Many are asking the same questions even as, collectively, they continue to spend billions on their communities. How do they know which activities are really worthwhile? Building on the authors' own extensive global experience at Nokia and E.ON, as well as the experience of many other experts in the field, this book offers the first-ever "how to" roadmap for managers on the comprehensive implementation of strategic Community Involvement inside their companies. It is designed to be practical, for those who want to act upon what they have read. It will fill a long-neglected niche as a day-to-day reference guide for practitioners. Corporate Community Involvement demonstrates what to do and how to do it. The advice is backed up by inspiring interviews with best-in-class practitioners from businesses such as Microsoft, GlaxoSmithKline, Ericsson, and Deutsche Bank and leading international Corporate Responsibility and Community Involvement experts. The book highlights proven best-practice approaches, effective methods, and concise tools to help managers "get there faster" and "get it right first time." The core of the book is a step-by-step guide to developing and implementing a comprehensive and successful approach to Corporate Community Involvement. It shows how to: conduct a current state analysis and devise a strategy, organize staffing and budgets, integrate Corporate Community Involvement throughout the business and create high-profile programs, partner across sectors, measure and evaluate results, communicate successful activities, and overcome challenges. Corporate Community Involvement has an international perspective: the models and principles advocated are adaptable anywhere in the world. Also, it is designed to have as much relevance to a small or medium-sized enterprise as to a multinational. The book outlines the history and future of Corporate Community Involvement, explaining the business context and why companies need to manage their programs strategically. It also distinguishes between the growing lexicon of terminologies and provides clear definitions of terms such as "philanthropy", "sponsorship", "Corporate Citizenship", "Corporate Responsibility" and "Sustainability", advising when they are appropriate and how each can add value to corporate activities. This will be an indispensible resource for those working at the interface between business and the community. New or developing practitioners will learn from both the successes and failures of those before them. Representatives from other sectors, notably government, international agencies, NGOs, and academia, will come to understand companies' internal requirements for cross-sector collaboration programs in the community better. And students interested in this field will be better equipped to start careers.
Corporate Community Involvement
Author: Nick Lakin
Publisher: Routledge
ISBN: 1351279025
Category : Business & Economics
Languages : en
Pages : 312
Book Description
"We need to do Community Involvement better – we know we're spending millions each year on charitable causes; how can we find out what is really effective and what people will appreciate us for? Who should we partner with? How can we make a real difference in society and help our business?" Companies around the world are trying to answer these questions. Many are asking the same questions even as, collectively, they continue to spend billions on their communities. How do they know which activities are really worthwhile? Building on the authors' own extensive global experience at Nokia and E.ON, as well as the experience of many other experts in the field, this book offers the first-ever "how to" roadmap for managers on the comprehensive implementation of strategic Community Involvement inside their companies. It is designed to be practical, for those who want to act upon what they have read. It will fill a long-neglected niche as a day-to-day reference guide for practitioners. Corporate Community Involvement demonstrates what to do and how to do it. The advice is backed up by inspiring interviews with best-in-class practitioners from businesses such as Microsoft, GlaxoSmithKline, Ericsson, and Deutsche Bank and leading international Corporate Responsibility and Community Involvement experts. The book highlights proven best-practice approaches, effective methods, and concise tools to help managers "get there faster" and "get it right first time." The core of the book is a step-by-step guide to developing and implementing a comprehensive and successful approach to Corporate Community Involvement. It shows how to: conduct a current state analysis and devise a strategy, organize staffing and budgets, integrate Corporate Community Involvement throughout the business and create high-profile programs, partner across sectors, measure and evaluate results, communicate successful activities, and overcome challenges. Corporate Community Involvement has an international perspective: the models and principles advocated are adaptable anywhere in the world. Also, it is designed to have as much relevance to a small or medium-sized enterprise as to a multinational. The book outlines the history and future of Corporate Community Involvement, explaining the business context and why companies need to manage their programs strategically. It also distinguishes between the growing lexicon of terminologies and provides clear definitions of terms such as "philanthropy", "sponsorship", "Corporate Citizenship", "Corporate Responsibility" and "Sustainability", advising when they are appropriate and how each can add value to corporate activities. This will be an indispensible resource for those working at the interface between business and the community. New or developing practitioners will learn from both the successes and failures of those before them. Representatives from other sectors, notably government, international agencies, NGOs, and academia, will come to understand companies' internal requirements for cross-sector collaboration programs in the community better. And students interested in this field will be better equipped to start careers.
Publisher: Routledge
ISBN: 1351279025
Category : Business & Economics
Languages : en
Pages : 312
Book Description
"We need to do Community Involvement better – we know we're spending millions each year on charitable causes; how can we find out what is really effective and what people will appreciate us for? Who should we partner with? How can we make a real difference in society and help our business?" Companies around the world are trying to answer these questions. Many are asking the same questions even as, collectively, they continue to spend billions on their communities. How do they know which activities are really worthwhile? Building on the authors' own extensive global experience at Nokia and E.ON, as well as the experience of many other experts in the field, this book offers the first-ever "how to" roadmap for managers on the comprehensive implementation of strategic Community Involvement inside their companies. It is designed to be practical, for those who want to act upon what they have read. It will fill a long-neglected niche as a day-to-day reference guide for practitioners. Corporate Community Involvement demonstrates what to do and how to do it. The advice is backed up by inspiring interviews with best-in-class practitioners from businesses such as Microsoft, GlaxoSmithKline, Ericsson, and Deutsche Bank and leading international Corporate Responsibility and Community Involvement experts. The book highlights proven best-practice approaches, effective methods, and concise tools to help managers "get there faster" and "get it right first time." The core of the book is a step-by-step guide to developing and implementing a comprehensive and successful approach to Corporate Community Involvement. It shows how to: conduct a current state analysis and devise a strategy, organize staffing and budgets, integrate Corporate Community Involvement throughout the business and create high-profile programs, partner across sectors, measure and evaluate results, communicate successful activities, and overcome challenges. Corporate Community Involvement has an international perspective: the models and principles advocated are adaptable anywhere in the world. Also, it is designed to have as much relevance to a small or medium-sized enterprise as to a multinational. The book outlines the history and future of Corporate Community Involvement, explaining the business context and why companies need to manage their programs strategically. It also distinguishes between the growing lexicon of terminologies and provides clear definitions of terms such as "philanthropy", "sponsorship", "Corporate Citizenship", "Corporate Responsibility" and "Sustainability", advising when they are appropriate and how each can add value to corporate activities. This will be an indispensible resource for those working at the interface between business and the community. New or developing practitioners will learn from both the successes and failures of those before them. Representatives from other sectors, notably government, international agencies, NGOs, and academia, will come to understand companies' internal requirements for cross-sector collaboration programs in the community better. And students interested in this field will be better equipped to start careers.
Company Towns
Author: Neil White
Publisher: University of Toronto Press
ISBN: 1442643277
Category : History
Languages : en
Pages : 257
Book Description
Neil White challenges the common interpretation of company towns as powerless, dependant communities by exploring how these settlements were altered at the local level through human agency, missteps, and chance.
Publisher: University of Toronto Press
ISBN: 1442643277
Category : History
Languages : en
Pages : 257
Book Description
Neil White challenges the common interpretation of company towns as powerless, dependant communities by exploring how these settlements were altered at the local level through human agency, missteps, and chance.
Good Corporation, Bad Corporation
Author: Guillermo C. Jimenez
Publisher:
ISBN:
Category : Social responsibility of business
Languages : en
Pages : 228
Book Description
"This textbook provides an innovative, internationally oriented approach to the teaching of corporate social responsibility (CSR) and business ethics. Drawing on case studies involving companies and countries around the world, the textbook explores the social, ethical, and business dynamics underlying CSR in such areas as global warming, genetically modified organisms (GMO) in food production, free trade and fair trade, anti-sweatshop and living-wage movements, organic foods and textiles, ethical marketing practices and codes, corporate speech and lobbying, and social enterprise. The book is designed to encourage students and instructors to challenge their own assumptions and prejudices by stimulating a class debate based on each case study"--Provided by publisher.
Publisher:
ISBN:
Category : Social responsibility of business
Languages : en
Pages : 228
Book Description
"This textbook provides an innovative, internationally oriented approach to the teaching of corporate social responsibility (CSR) and business ethics. Drawing on case studies involving companies and countries around the world, the textbook explores the social, ethical, and business dynamics underlying CSR in such areas as global warming, genetically modified organisms (GMO) in food production, free trade and fair trade, anti-sweatshop and living-wage movements, organic foods and textiles, ethical marketing practices and codes, corporate speech and lobbying, and social enterprise. The book is designed to encourage students and instructors to challenge their own assumptions and prejudices by stimulating a class debate based on each case study"--Provided by publisher.
Company Towns in the Americas
Author: Oliver J. Dinius
Publisher: University of Georgia Press
ISBN: 0820337552
Category : Political Science
Languages : en
Pages : 260
Book Description
Company towns were the spatial manifestation of a social ideology and an economic rationale. The contributors to this volume show how national politics, social protest, and local culture transformed those founding ideologies by examining the histories of company towns in six countries: Argentina (Firmat), Brazil (Volta Redonda, Santos, Fordlândia), Canada (Sudbury), Chile (El Salvador), Mexico (Santa Rosa, Río Blanco), and the United States (Anaconda, Kellogg, and Sunflower City). Company towns across the Americas played similar economic and social roles. They advanced the frontiers of industrial capitalism and became powerful symbols of modernity. They expanded national economies by supporting extractive industries on thinly settled frontiers and, as a result, brought more land, natural resources, and people under the control of corporations. U.S. multinational companies exported ideas about work discipline, race, and gender to Latin America as they established company towns there to extend their economic reach. Employers indeed shaped social relations in these company towns through education, welfare, and leisure programs, but these essays also show how working-class communities reshaped these programs to serve their needs. The editors’ introduction and a theoretical essay by labor geographer Andrew Herod provide the context for the case studies and illuminate how the company town serves as a window into both the comparative and transnational histories of labor under industrial capitalism.
Publisher: University of Georgia Press
ISBN: 0820337552
Category : Political Science
Languages : en
Pages : 260
Book Description
Company towns were the spatial manifestation of a social ideology and an economic rationale. The contributors to this volume show how national politics, social protest, and local culture transformed those founding ideologies by examining the histories of company towns in six countries: Argentina (Firmat), Brazil (Volta Redonda, Santos, Fordlândia), Canada (Sudbury), Chile (El Salvador), Mexico (Santa Rosa, Río Blanco), and the United States (Anaconda, Kellogg, and Sunflower City). Company towns across the Americas played similar economic and social roles. They advanced the frontiers of industrial capitalism and became powerful symbols of modernity. They expanded national economies by supporting extractive industries on thinly settled frontiers and, as a result, brought more land, natural resources, and people under the control of corporations. U.S. multinational companies exported ideas about work discipline, race, and gender to Latin America as they established company towns there to extend their economic reach. Employers indeed shaped social relations in these company towns through education, welfare, and leisure programs, but these essays also show how working-class communities reshaped these programs to serve their needs. The editors’ introduction and a theoretical essay by labor geographer Andrew Herod provide the context for the case studies and illuminate how the company town serves as a window into both the comparative and transnational histories of labor under industrial capitalism.
Decline of the Corporate Community
Author: Eelke M. Heemskerk
Publisher: Amsterdam University Press
ISBN: 9789053569733
Category : Business & Economics
Languages : en
Pages : 260
Book Description
Traditionally, much of big business in the industrialized Western world has been organized around particular corporate societies—notoriously referred to as “old boy” networks. With the recent drift toward a more liberal market economy, however, these networks have been showing signs of decline—in some cases, all but disappearing. Eelke M. Heemskerk combines formal network analysis and interviews with key members of the corporate elite in order to examine how this decline has affected Dutch capitalism. Even in a liberal market economy, however, corporate directors need social networks to communicate and coordinate their strategic decisions, and Decline of the Corporate Community considers the shift of the corporate elite to the new private and informal circles where networking takes place.
Publisher: Amsterdam University Press
ISBN: 9789053569733
Category : Business & Economics
Languages : en
Pages : 260
Book Description
Traditionally, much of big business in the industrialized Western world has been organized around particular corporate societies—notoriously referred to as “old boy” networks. With the recent drift toward a more liberal market economy, however, these networks have been showing signs of decline—in some cases, all but disappearing. Eelke M. Heemskerk combines formal network analysis and interviews with key members of the corporate elite in order to examine how this decline has affected Dutch capitalism. Even in a liberal market economy, however, corporate directors need social networks to communicate and coordinate their strategic decisions, and Decline of the Corporate Community considers the shift of the corporate elite to the new private and informal circles where networking takes place.
Business Doing Good
Author: Shannon Deer
Publisher: Rowman & Littlefield
ISBN: 153815238X
Category : Business & Economics
Languages : en
Pages : 229
Book Description
Outlines six principles and best practices for hiring and retaining women with challenging backgrounds Recently, business leaders have shifted their focus from a profit-only mindset to considering the impact of their businesses on all stakeholders. At the same time, the United Nations set aggressive Sustainable Development Goals (SGDs) to improve our world by 2030. These SDGs address all major needs facing our world today, such as: eradication of poverty and hunger, access to clean water, gender equality, and decent work and economic growth. These are significant problems facing the world that have in the past largely been left to nonprofit organizations and governments to solve. Investors and customers have higher expectations for companies to make a positive social and environmental impact. They want to know business can do good. Following suit, today’s business leaders are starting to recognize we will never fill the gap between where we are and where we want to be if businesses do not also do their part to contribute sustainable solutions to these enormous social problems. This book provides a guide for businesses to make a significant positive impact while also benefiting their businesses. Business Doing Good outlines six principles business leaders can implement to effectively hire women who have experienced incarceration, poverty, addiction, and/or engagement in the sex trade. While making a difference to both these women and communities, businesses benefit from the women’s resourcefulness, resilience, ability to motivate, and other unique skills and perspectives only available to someone who has overcome difficulties. Investments in women, in general, are exponential as they are more likely to return that investment to future generations. The impact is endless. If we are going to end poverty and create economic development, women who have overcome challenging pasts cannot be excluded.
Publisher: Rowman & Littlefield
ISBN: 153815238X
Category : Business & Economics
Languages : en
Pages : 229
Book Description
Outlines six principles and best practices for hiring and retaining women with challenging backgrounds Recently, business leaders have shifted their focus from a profit-only mindset to considering the impact of their businesses on all stakeholders. At the same time, the United Nations set aggressive Sustainable Development Goals (SGDs) to improve our world by 2030. These SDGs address all major needs facing our world today, such as: eradication of poverty and hunger, access to clean water, gender equality, and decent work and economic growth. These are significant problems facing the world that have in the past largely been left to nonprofit organizations and governments to solve. Investors and customers have higher expectations for companies to make a positive social and environmental impact. They want to know business can do good. Following suit, today’s business leaders are starting to recognize we will never fill the gap between where we are and where we want to be if businesses do not also do their part to contribute sustainable solutions to these enormous social problems. This book provides a guide for businesses to make a significant positive impact while also benefiting their businesses. Business Doing Good outlines six principles business leaders can implement to effectively hire women who have experienced incarceration, poverty, addiction, and/or engagement in the sex trade. While making a difference to both these women and communities, businesses benefit from the women’s resourcefulness, resilience, ability to motivate, and other unique skills and perspectives only available to someone who has overcome difficulties. Investments in women, in general, are exponential as they are more likely to return that investment to future generations. The impact is endless. If we are going to end poverty and create economic development, women who have overcome challenging pasts cannot be excluded.
Food Security Governance
Author: Nora McKeon
Publisher: Routledge
ISBN: 1134695616
Category : Social Science
Languages : en
Pages : 265
Book Description
This book fills a gap in the literature by setting food security in the context of evolving global food governance. Today’s food system generates hunger alongside of food waste, burgeoning health problems, massive greenhouse gas emissions. Applying food system analysis to review how the international community has addressed food issues since World War II, this book proceeds to explain how actors link up in corporate global food chains and in the local food systems that feed most of the world’s population. It unpacks relevant paradigms – from productivism to food sovereignty – and highlights the significance of adopting a rights-based approach to solving food problems. The author describes how communities around the world are protecting their access to resources and building better ways of producing and accessing food, and discusses the reformed Committee on World Food Security, a uniquely inclusive global policy forum, and how it could be supportive of efforts from the base. The book concludes by identifying terrains on which work is needed to adapt the practice of the democratic public sphere and accountable governance to a global dimension and extend its authority to the world of markets and corporations. This book will be of interest to students of food security, global governance, development studies and critical security studies in general.
Publisher: Routledge
ISBN: 1134695616
Category : Social Science
Languages : en
Pages : 265
Book Description
This book fills a gap in the literature by setting food security in the context of evolving global food governance. Today’s food system generates hunger alongside of food waste, burgeoning health problems, massive greenhouse gas emissions. Applying food system analysis to review how the international community has addressed food issues since World War II, this book proceeds to explain how actors link up in corporate global food chains and in the local food systems that feed most of the world’s population. It unpacks relevant paradigms – from productivism to food sovereignty – and highlights the significance of adopting a rights-based approach to solving food problems. The author describes how communities around the world are protecting their access to resources and building better ways of producing and accessing food, and discusses the reformed Committee on World Food Security, a uniquely inclusive global policy forum, and how it could be supportive of efforts from the base. The book concludes by identifying terrains on which work is needed to adapt the practice of the democratic public sphere and accountable governance to a global dimension and extend its authority to the world of markets and corporations. This book will be of interest to students of food security, global governance, development studies and critical security studies in general.
Corporations and Society
Author: M.G. Smith
Publisher: Routledge
ISBN: 1351525697
Category : Social Science
Languages : en
Pages : 677
Book Description
Few would doubt that social science is in serious need of a new conceptual framework for the study of human organizations. For some time now such a framework has been sought in the notion that societies are functional systems, in which the individual sectors--economy, religion, government and so on--can be seen as subsystems dependent on each other and integrated within a whole. But in spite of the major advances in research which modern systems theory has brought about, it is based inevitably on a priori assumptions which are often at variance with the facts, or require the facts to be interpreted in a special way to fit the theory. In this book Smith puts forward an alternative framework, by developing the concept of the corporation. While most people nowadays think of corporations as large industrial enterprises, Smith employs the term in its older, Common Law sense of an established social unit. By studying the components of social life in this way, as discrete entities rather than as parts of a cohering system, corporation theory is able to treat social phenomena empirically and so avoid the unverifiable ideology-laden postulates of the traditional system-model. Corporations and Society is made up principally of key articles written by Smith over several decades. To these have been added three newly written, unpublished pieces of which the last--a penetrating essay on the Caribbean--is one of the longest in the book. Covering such wide-ranging topics as lineage systems, government, stratification, law, race relations and pluralism, these essays by a distinguished anthropologist show how extensively, and with what power of analysis, the theory can be applied.
Publisher: Routledge
ISBN: 1351525697
Category : Social Science
Languages : en
Pages : 677
Book Description
Few would doubt that social science is in serious need of a new conceptual framework for the study of human organizations. For some time now such a framework has been sought in the notion that societies are functional systems, in which the individual sectors--economy, religion, government and so on--can be seen as subsystems dependent on each other and integrated within a whole. But in spite of the major advances in research which modern systems theory has brought about, it is based inevitably on a priori assumptions which are often at variance with the facts, or require the facts to be interpreted in a special way to fit the theory. In this book Smith puts forward an alternative framework, by developing the concept of the corporation. While most people nowadays think of corporations as large industrial enterprises, Smith employs the term in its older, Common Law sense of an established social unit. By studying the components of social life in this way, as discrete entities rather than as parts of a cohering system, corporation theory is able to treat social phenomena empirically and so avoid the unverifiable ideology-laden postulates of the traditional system-model. Corporations and Society is made up principally of key articles written by Smith over several decades. To these have been added three newly written, unpublished pieces of which the last--a penetrating essay on the Caribbean--is one of the longest in the book. Covering such wide-ranging topics as lineage systems, government, stratification, law, race relations and pluralism, these essays by a distinguished anthropologist show how extensively, and with what power of analysis, the theory can be applied.
Rebalancing Society
Author: Henry Mintzberg
Publisher: Berrett-Koehler Publishers
ISBN: 1626563195
Category : Political Science
Languages : en
Pages : 166
Book Description
Enough of the imbalance that is causing the degradation of our environment, the demise of our democracies, and the denigration of ourselves. Enough of the pendulum politics of left and right and paralysis in the political center. We require an unprecedented form of radical renewal. In this book Henry Mintzberg offers a new understanding of the root of our current crisis and a strategy for restoring the balance so vital to the survival of our progeny and our planet. With the collapse of the communist regimes of Eastern Europe, Western pundits declared that capitalism had triumphed. They were wrong—balance triumphed. A healthy society balances a public sector of respected governments, a private sector of responsible businesses, and a plural sector of robust communities. Communism collapsed under the weight of its overbearing public sector. Now the “liberal democracies” are threatened—socially, politically, even economically—by the unchecked excesses of the private sector. Radical renewal will have to begin in the plural sector, which alone has the inclination and the independence to challenge unacceptable practices and develop better ones. Too many governments have been co-opted by the private sector. And corporate social responsibility can't compensate for the corporate social irresponsibility we see around us “They” won't do it. We shall have to do it, each of us and all of us, not as passive “human resources,” but as resourceful human beings. Tom Paine wrote in 1776, “We have it in our power to begin the world over again.” He was right then. Can we be right again now? Can we afford not to be?
Publisher: Berrett-Koehler Publishers
ISBN: 1626563195
Category : Political Science
Languages : en
Pages : 166
Book Description
Enough of the imbalance that is causing the degradation of our environment, the demise of our democracies, and the denigration of ourselves. Enough of the pendulum politics of left and right and paralysis in the political center. We require an unprecedented form of radical renewal. In this book Henry Mintzberg offers a new understanding of the root of our current crisis and a strategy for restoring the balance so vital to the survival of our progeny and our planet. With the collapse of the communist regimes of Eastern Europe, Western pundits declared that capitalism had triumphed. They were wrong—balance triumphed. A healthy society balances a public sector of respected governments, a private sector of responsible businesses, and a plural sector of robust communities. Communism collapsed under the weight of its overbearing public sector. Now the “liberal democracies” are threatened—socially, politically, even economically—by the unchecked excesses of the private sector. Radical renewal will have to begin in the plural sector, which alone has the inclination and the independence to challenge unacceptable practices and develop better ones. Too many governments have been co-opted by the private sector. And corporate social responsibility can't compensate for the corporate social irresponsibility we see around us “They” won't do it. We shall have to do it, each of us and all of us, not as passive “human resources,” but as resourceful human beings. Tom Paine wrote in 1776, “We have it in our power to begin the world over again.” He was right then. Can we be right again now? Can we afford not to be?
Building Brand Communities
Author: Carrie Melissa Jones
Publisher: Berrett-Koehler Publishers
ISBN: 1523086629
Category : Business & Economics
Languages : en
Pages : 265
Book Description
An authentic brand community is more than just people buying your product or working alongside one another. This book articulates the critical roles of mutual concern, common values, and shared experiences in creating fiercely loyal customer and collaborator relationships. Smart organizations know that creating communities is the key to unlocking unprecedented outcomes. But too many mistakenly rely on superficial transactional relationships as a foundation for community, when really people want something deeper. Carrie Melissa Jones and Charles Vogl argue that in an authentic and enriching community, members have mutual concern for one another, share personal values, and join together in meaningful shared experiences, whether online or off. On the deepest level, brands must help members grow into who they want to be. Jones and Vogl present practices used by global brands like Yelp, Etsy, Twitch, Harley Davidson, Salesforce, Airbnb, Sephora, and others to connect in a meaningful way with the people critical for their success. They articulate how authentic communities can serve organizational goals in seven different areas: innovation, talent recruitment, customer retention, marketing, customer service, building transformational movements, and creating community forums. They also reveal principles to grow a new brand community to critical mass. This is the first comprehensive guide to a crucial differentiator that gives organizations access to untapped enthusiasm and engagement.
Publisher: Berrett-Koehler Publishers
ISBN: 1523086629
Category : Business & Economics
Languages : en
Pages : 265
Book Description
An authentic brand community is more than just people buying your product or working alongside one another. This book articulates the critical roles of mutual concern, common values, and shared experiences in creating fiercely loyal customer and collaborator relationships. Smart organizations know that creating communities is the key to unlocking unprecedented outcomes. But too many mistakenly rely on superficial transactional relationships as a foundation for community, when really people want something deeper. Carrie Melissa Jones and Charles Vogl argue that in an authentic and enriching community, members have mutual concern for one another, share personal values, and join together in meaningful shared experiences, whether online or off. On the deepest level, brands must help members grow into who they want to be. Jones and Vogl present practices used by global brands like Yelp, Etsy, Twitch, Harley Davidson, Salesforce, Airbnb, Sephora, and others to connect in a meaningful way with the people critical for their success. They articulate how authentic communities can serve organizational goals in seven different areas: innovation, talent recruitment, customer retention, marketing, customer service, building transformational movements, and creating community forums. They also reveal principles to grow a new brand community to critical mass. This is the first comprehensive guide to a crucial differentiator that gives organizations access to untapped enthusiasm and engagement.