An ILA Leadership Perspectives Webinar

Leveraging Corporate Responsibility: The Stakeholder Route to Maximizing Business and Social Value

Presenters: CB Bhattacharya

Date: 25 July 2012


The corporate social and environmental responsibility movement, known more generally as corporate responsibility (CR), shows little sign of waning. Almost all large corporations now run some form of corporate responsibility program. Despite this widespread belief that CR can simultaneously improve societal welfare and corporate performance, most companies are largely in the dark when it comes to understanding how their stakeholders think and feel about these programs. As a result, investments in CR are typically underleveraged in terms of financial returns to companies.

Outcome of Attending

  • Understand how and why stakeholders react to CR information.
  • Examine the two most important stakeholder groups to companies – consumers and employees
  • Comprehend why, when and how they react to CR.

The webinar will illuminate how companies can maximize the value of their CR initiatives by fostering strong stakeholder relationships to develop, implement and evaluate compelling social responsibility programs that generate value for both the company and its stakeholders.

Speaker Information

CB Bhattacharya
CB Bhattacharya is the Dean of International Relations and E.ON Chair Professor in Corporate Responsibility at ESMT European School of Management and Technology in Berlin, Germany. He is an international expert in business strategy innovation aimed at increasing both business and social value. His research and teaching focuses specifically on how companies can use underleveraged “intangible assets” such as corporate identity and reputation, membership and brand communities, and corporate social responsibility and sustainability to strengthen stakeholder relationships. He has published over 60 articles in leading journals; and is co-author of the book Leveraging Corporate Responsibility: The Stakeholder Route to Maximizing Business and Social Value and co-editor of the book Global Challenges in Responsible Business, both published by Cambridge University Press.

He has served on the Editorial Review Boards and served as Editor of special issues of many leading international publications. He is the founder of the ESMT Sustainable Business Roundtable, a forum to discuss opportunities and challenges to mainstreaming sustainability practices within organizations. In 2007 he started the Stakeholder Marketing Consortium with support from the Aspen Institute. Prof. Bhattacharya won the William Novelli best paper award at the Social Marketing Conference in 1997 and the 2001 Broderick Prize for Research Excellence at Boston University. He was also a finalist for the Aspen Institute’s Faculty Pioneer Award in 2007.

In addition, he received the Emory Williams Distinguished Teaching Award in 1995, the highest teaching award at Emory University. He is also part of a select group of faculty that has been named twice to Business Week‘s Outstanding Faculty list. He received his PhD in Marketing from the Wharton School of the University of Pennsylvania in 1993 and his MBA from the Indian Institute of Management in 1984. Before joining ESMT in 2009, he was the Everett W. Lord Distinguished Scholar and Professor of Marketing at the School of Management at Boston University. Before joining Boston University, he was on the faculty at the Goizueta Business School, Emory University. Prior to his PhD, he worked for three years as a Product Manager in Reckitt Benckiser plc.

Prof. Bhattacharya has conducted research and consulted for many organizations such as AT&T, Eli Lilly, E.ON, General Mills, Green Mountain Coffee, High Museum of Art, Hitachi Corporation, Procter & Gamble Company, Prudential Bank, and Timberland. As an expert in corporate responsibility and sustainability, he is often interviewed and quoted in publications such as Business Week, Forbes, Newsweek, The New York Times and The Economist and on TV stations such as CBS, FOX and PBS. He frequently delivers keynote speeches or brings in his insights as a panelist at company, industry, and academic conferences and conventions.