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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

CSR as Innovation

Prepared by Diana Adair, MBA ’06

March 14, 2007

Professor Kellie McElhaney

MBA 292: Strategic Corporate Social Responsibility


Table of contents
Table of Contents

  • CSR Overview

  • CSR Communications

  • Google Case Study

  • Working at Google


Csr philosophy
CSR Philosophy

  • Mission:

    Organize the world’s information

  • Culture of innovation:

    Don’t be evil

  • Corporate leadership:

    Setting an example


Key challenges
Key Challenges

?

What are the challenges facing technology companies?

What are the challenges facing Google?


Key issues
Key Issues

  • Public Policy:

    Net neutrality

  • Employer:

    Diversity

  • Privacy:

    China

  • Environment:

    Minimizing impact

  • Ethical:

    Transparency


Highlights
Highlights

  • Employer

    -“Green” benefits

    -Organic, locally-grown food

  • Philanthropy

    -Google.org

    -Google Grants

  • Business Strategy

    -Corporate Environmental Programs

    -Product-specific


Table of contents1
Table of Contents

  • CSR Overview

  • CSR Communications

  • Google Case Study

  • Working at Google


Media

Competitors

Suppliers

NGO’s

Governments

Investors

Employees

Customers

Environment

Communities

Stakeholder Engagement


8 components of a newsworthy

Media

8 Components of a Newsworthy

Story

  • Change

  • Timeliness

  • Impact

  • Prominence

  • Proximity

  • Conflict

  • The Unusual

  • Currency


Internal communications

Employees

Internal Communications

  • Weekly TGIF

  • Town halls

  • Internal news

  • Culture

  • Innovation


Table of contents2
Table of Contents

  • CSR Overview

  • CSR Communications

  • Google Case Study

  • Working at Google


Google s solar panels
Google’s Solar Panels

  • Key elements: messaging, authenticity, timing, consumer appeal


Table of contents3
Table of Contents

  • CSR Overview

  • CSR Communications

  • Google Case Study

  • Working at Google


My job
My Job

  • PR for advertising products

  • CSR strategy and “green” initiatives


Working at google
Working at Google

Global Communications and Public Affairs

Apply Online:

http://www.google.com/support/jobs/bin/answer.py?answer=57961



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