Corporate Responsibility and Global Business: Implications for Corporate and Marketing Strategy

13 - 14 July, 2006

Corporate responsibility has gone global, securing the attention of business leaders, governments and NGOs to an extent never seen before. The strategic significance of corporate responsibility for large firms and many SMEs is increasingly evident and finding expression in both corporate and marketing strategies.

The Corporate Responsibility and Global Business conference – the third in an international series – addressed the implications of corporate responsibility for business and marketing strategy in the context of globalisation and global business.  Aimed at practitioners, business leaders, policy makers and NGOs, as well as academics, the outstanding line-up of speakers and paper presentations guided, taught, excited and challenged participants to bring CSR to the top of their organisations' agenda.

• Keynote speakers discussed fair trade and the responsibilities of the world's largest food and beverage company.
• Keynote panels addressed two fundamental business issues - the extent of the business case for corporate  responsibility and the marketing of fair trade products.
• The academic programme featured over 50 research papers in sessions around cutting-edge topics such as conscience consumerism, mainstreaming corporate responsibility, and marketing strategies for the bottom of the pyramid.

A selection of papers presented at the conference will be considered for publication in California Management Review.

Conference presentations:

The Insurance Industry and its bad image: Embedding Corporate Responsibility in Leading Companies
Henri-Claude de Bettignies, François Lepineux and Cheon Kheong Tan

Getting to the Bottom of the Latin American Pyramid
by John Ireland

CSR and Gender: Can CSR Be Used as a Business Strategy to (Re-)Engage Women with Mainstream Business?
Kellie McElhaney, Marcy Scott Lynn and Libby Reder

Company Actions and Consumer Perceptions of CSR: Impact on Firm Financial Performance
Robert Jacobson, Natalie Mizik and Mark Staton

Creating Shareholder Value and Corporate Responsibility: Competing Goals?
Peter Brabeck-Letmathe

The New Competitiveness: Corporate Responsibility, Accountability and the Social Contract
Simon Zadek

Understanding the Cultural Footprint of Global Food Marketing in Developing Countries
Terrence H. Witkowski

Conference posters:

Social responsibility: firm constraint or firm goal? Implications for business strategy, firm performance and stakeholder cooperation
Vittorio Coda and Mario Minoja

Effects of cause-related marketing campaigns on Turkish youth's consumption behavior and the approach to cause related marketing in the Turkish industry
Serdar Pirtini, Mehmet Tigli and Candan Celik

An Analysis of Influence of Corporative Social Responsibility about Consumer Purchase Intentions: Proposition and Test of a Model in Brazil
Juliano Magalhães and Cláudio Damacena

	Conference co-chairs:
	N. Craig Smith, London Business School
	C.B. Bhattacharya, School of Management, Boston University
	David Levine, Haas School of Business, University of California, Berkeley
	Keynote Speakers and Panelists:
	Peter Brabeck-Letmathe
	Deborah Doane
	Tom Dunfee
	John Elkington
	David Vogel
	Craig Sams
	Simon Zadek
	Susan Aubrey-Cound
	Harriet Lamb
	Hilary W. Parsons

We are grateful to the following co-sponsors for their financial support of this conference:

	The Aspen Institute's Business and Society Program
	Boston University School of Management
	Center for Responsible Business, Haas School of Business at UC, Berkeley
	California Management Review
	Nestlé - Lead Corporate Sponsor