In a nutshell David Jones, global chief executive of advertising agency Havas, outlines how corporate social responsibility and doing good business are interlinked. Consumers can damage, destroy and boycott bad companies more than ever before thanks to social media. Jones argues that it forces businesses, politicians and leaders to be more socially responsible.
What's right? Jones uses case studies to show which companies got their communication right and those that got it wrong. He explores Eurostar's mistake of tweeting promotions while passengers were stuck in the Channel Tunnel and Domino's "Pizza Turnaround" video after employees posted a video on YouTube showing them tampering with food.
Verdict With another recession looming, now might be a good time to think about change and this book will most certainly help with that.
And in a similar vein…
The Ikea Edge: Building Global Growth and Social Good at the World's Most Iconic Home Store
Anders Dahlvig, McGraw-Hill, £17.99
Ikea's former chief executive recalls the lessons he learnt in his 26-year career at the company.
Screw Business as Usual
Sir Richard Branson, Virgin Books, £12.99
The Virgin group founder says it's time to redefine capitalism. He demonstrates with examples of how businesses will prosper if they do the right things for the environment.
