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CSR as Innovation

CSR as Innovation. Prepared by Diana Adair, MBA ’06 March 14, 2007 Professor Kellie McElhaney MBA 292: Strategic Corporate Social Responsibility. Table of Contents. CSR Overview CSR Communications Google Case Study Working at Google. CSR Philosophy. Mission:

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CSR as Innovation

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  1. CSR as Innovation Prepared by Diana Adair, MBA ’06 March 14, 2007 Professor Kellie McElhaney MBA 292: Strategic Corporate Social Responsibility

  2. Table of Contents • CSR Overview • CSR Communications • Google Case Study • Working at Google

  3. CSR Philosophy • Mission: Organize the world’s information • Culture of innovation: Don’t be evil • Corporate leadership: Setting an example

  4. Key Challenges ? What are the challenges facing technology companies? What are the challenges facing Google?

  5. Key Issues • Public Policy: Net neutrality • Employer: Diversity • Privacy: China • Environment: Minimizing impact • Ethical: Transparency

  6. Highlights • Employer -“Green” benefits -Organic, locally-grown food • Philanthropy -Google.org -Google Grants • Business Strategy -Corporate Environmental Programs -Product-specific

  7. Table of Contents • CSR Overview • CSR Communications • Google Case Study • Working at Google

  8. Media Competitors Suppliers NGO’s Governments Investors Employees Customers Environment Communities Stakeholder Engagement

  9. Media 8 Components of a Newsworthy Story • Change • Timeliness • Impact • Prominence • Proximity • Conflict • The Unusual • Currency

  10. Employees Internal Communications • Weekly TGIF • Town halls • Internal news • Culture • Innovation

  11. Table of Contents • CSR Overview • CSR Communications • Google Case Study • Working at Google

  12. Google’s Solar Panels • Key elements: messaging, authenticity, timing, consumer appeal

  13. Table of Contents • CSR Overview • CSR Communications • Google Case Study • Working at Google

  14. My Job • PR for advertising products • CSR strategy and “green” initiatives

  15. Working at Google Global Communications and Public Affairs Apply Online: http://www.google.com/support/jobs/bin/answer.py?answer=57961

  16. Questions?

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