Companies on a mission : entrepreneurial strategies for growing sustainably, responsibly, and profitably / Michael V. Russo ; with a foreword by L. Hunter Lovins.
Capitalizing on an underground consumer movement -- The opportunity : social movements meet the marketplace -- Turning distinctiveness into market acceptance : the mission-driven difference -- Creating and communicating the brand : from customers' values to customer value -- Crafting the mission-driven organization : the human dimension -- Everybody talkin' bout heaven ain't goin' there : building credibility and avoiding scandals -- Learning from the leading edge : lessons for mainstream businesses -- Values clusters : Portland and other hotbeds of mission-driven companies -- Growing pains : asking difficult questions -- Bringing it all together : taking stock, looking ahead.
Summary:
This book explains that mission-driven companies appreciate and leverage traditional strategic principles, with a twist, to win in the marketplace. It shows that a mission-driven approach creates significant barriers to imitation by larger, established rivals. These firms build their brands on authenticity, which, in turn, builds customer loyalty.--[book jacket]
This resource is supported by the Institute of Museum and Library Services under the provisions of the Library Services and Technology Act as administered by State Library of Iowa.