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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
slide8

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