In Brand Spirit, they explain the way a number of such campaigns--including the American Express Charge Against Hunger, Avon's Breast Cancer Awareness Crusade, and Reebok's Human Rights Now! Tour--were developed to assist relevant programs as well as enhance corporate image. Pringle and Thompson show through these and other detailed case studies how mutually beneficial programs are devised and deployed, and what they can achieve. "Commercial enterprises will continue to see real benefits in helping ensure a harmonious balance between the stronger and weaker in society," they write, "and in structuring themselves to deliver the optimum blend of self-interested altruism to their communities."

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In the highly praised The Market for Virtue, David Vogel presents a clear, balanced analysis of the contemporary corporate social responsibility (CSR) movement in the United States and Europe. In this updated paperback edition, Vogel discusses recent CSR initiatives and responds to new developments in the CSR debate. He asserts that while the movement has achieved success in improving some labor, human rights, and environmental practices in developing countries, there are limits to improving corporate conduct without more extensive and effective government regulation. Put simply, Vogel believes that there is a market for virtue, but it is limited by the substantial costs of socially responsible business behavior.

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Cause for Success presents groundbreaking case studies that clearly demonstrate how social responsibility can drastically improve corporate health, growth and competitive edge. Each "high purpose" company featured in the book approached a serious world problem, such as poverty, inequity or environmental degradation, as a business opportunity, and made more money as a result! These winning achievements put enterprises driven only by profits at a serious disadvantage.

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