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Contents

Foreword: Transforming Business and Business Education by Embedding Corporate Responsibility throughout the Curriculum Frank Brown, INSEAD and Tom Robertson, The Wharton School I. Introduction 1.Mainstreaming Corporate Responsibility N. Craig Smith, INSEAD and Gilbert Lenssen, EABIS 2. Business as Usual is Not the Answer to Society's Problems N. Craig Smith, INSEAD and Halina Ward, IIED II. Strategy 3. Corporate Responsibility in Strategy Andrew Pettigrew, University of Bath 4. Microsoft: Bringing Technology to the Aging Population Maurizio Zollo, Bocconi University and Robert E. Crawford 5. IBM in China: Responding to a Government's Social Initiatives Steven White, CEIBS 6. Iberdrola: A Utility's Approach to Sustainability and Stakeholder Management Tanguy Jacopin, Serge Poisson-de Haro and Joan Fontrodona, IESE Business School and HEC Montréal III. Accounting 7. Corporate Responsibility in Accounting Dennis Oswald, University of Michigan 8. ENEL: CSR and Performance Measurement Anna Pistoni and Lucrezia Songini, Bocconi University 9. Novo Nordisk A/S - Integrating Sustainability into Business Practice Dennis Oswald, London Business School and Mette Morsing, Copenhagen Business School 10. From Grace to Disgrace: The Rise and Fall of Arthur Andersen N. Craig Smith and Michelle Quirk, London Business School IV. Finance 11. Corporate Responsibility in Finance John Becker-Blease, Washington State University 12. Maximizing Shareholder Value: An Ethical Responsibility? Theo Vermaelen, INSEAD 13. Veridian: Putting a Value on Values Rakesh Khurana, Joel Polodny and Jaan Elias, Harvard Business School V. Economics 14. Corporate Responsibility in Economics Landis Gabel, INSEAD 15. Unilever and Oxfam: Understanding the Impacts of Business on Poverty (A) N. Craig Smith, INSEAD and Robert E. Crawford 16. Revenue Flow and Human Rights: A Paradox for Shell Nigeria Ulrich Steger and Aileen Ionescu-Somers, IMD VI. Entrepreneurship 17. Corporate Responsibility in Entrepreneurship Filipe Santos, INSEAD 18. Innocent: Values and Value David Grayson and Robert Brown, Cranfield School of Management 19. Waste Concern: Turning a Problem into a Resource Johanna Mair and Jordan Mitchell, IESE Business School VII. Marketing 20. Corporate Responsibility in Marketing C.B. Bhattacharya, Boston University 21. Bounded Goodness: Marketing Implications of Drucker on Corporate Responsibility N. Craig Smith, INSEAD 22. Norsk Hydro ASA: Sustainable PVC at Hydro Polymers? N. Craig Smith, INSEAD and Josephine Brennan, London Business School 23. GlaxoSmithKline: Developing Country Access to Essential Medicines N. Craig Smith and Anne Duncan, London Business School VIII. Organisational Behaviour and Human Resource Management 24. Corporate Responsibility in Organisational Behaviour Mette Morsing, Copenhagen Business School 25. Betapharm: Be Different or Die Andre Habisch and Stephan Kaiser, Ingolstadt School of Management, Nigel Roome, Erasmus 26. The TPG-WFP Partnership: Looking for a Partner Luk N. Van Wassenhove and Rolando M. Tomasini, INSEAD IX. Operations Management 27. Corporate Responsibility in Operations Management Luk N. Van Wassenhove, INSEAD 28. illycaffè: Value Creation through Responsible Supplier Relationships Francesco Perrini and Angelo Russo, Bocconi University 29. The Co-Operative Group: Fair-Trade Chocolate Chris Voss, Stephanie Robertson, Adrian Clarke and Josephine Brennan, London Business School 30. The Wal-Mart Supply Chain Controversy N. Craig Smith, INSEAD and Robert E. Crawford Index

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