ASK THE EXPERT PROF. KELLIE McELHANEY CONT.
8.
Which companies have effectively utilized CSR
as a corporate strategy, and what are they
doing right?
Ironically, Wal-Mart is probably the best example today. They
set three clear-cut goals to focus on energy, waste, and their
products. They engaged their supply chain to help as they
analyzed that 92 percent of their impact on those three goals
rested within their supply chain. Everything that Wal-Mart is
doing in the area of CSR is linked to their brand promise of
“Save money, live better.” ■
WHERE TO START in putting together your CSR strategy?
Read digital Pulse on experienceispa.com to get McElhaney’s
five-step strategy plan.
42 PULSE
■
September 2012
RESOURCES TIP
VolunteerMatch.org: Helps match your business focus with needs and organizations in your
communities by zip code, allow employees to sign
up online to volunteer and engage consumers to volunteer with your spa.
Just Good Business (Berrett-Koehler
Publishers) by Kellie A. McElhaney:
Gives a clear-cut guide on how to
develop the right CSR strategy to
help to maximize business value.