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We want the communities where we do business to thrive and
our employees who live in those communities to enjoy a high
quality of life. We express our commitment to Central Texas,
home of our corporate headquarters, and our other locations
through the Dell Foundation, corporate community partnerships,
employee giving, and an employee volunteer program that mobilizes
hundreds of Dell employees around the world. When our company
name is associated with these worthwhile endeavors, it adds
to our competitive advantage. |
Michael S. Dell
Chairman & CEO
Dell Computer Inc. |
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solution: |
| In 2003, a good reputation is a business imperative.
How can you generate goodwill among consumers, employees, and communities
while contributing to the bottom line? |
Strategic collaborations with well-regarded
national and local community organizations can enhance the image
of your company and build solid community, customer, and employee
loyalty. |
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To effectively compete in a global
environment, company reputation and corporate citizenship often affect
a company’s ability to operate overseas or influence consumer
purchase behavior. According to the 2001 Corporate Social Responsibility
Monitor, forty-two percent of North American consumers reported having
punished socially irresponsible companies by not buying their products.
Companies that do business in a manner that is responsive to the concerns
of their multiple stakeholders have a strategic business advantage.
A company’s brand image can be enhanced when it is identified
with issues that strongly appeal to its customers and employees. Out
of this favorable identity, businesses can build strong loyalty among
employees and customers and position themselves favorably in the marketplace.
Many American companies are now discovering what their international
counterparts have known for years: that reputation as a good corporate
citizen matters and that transparency and accountability for corporate
citizenship can enhance brand image and good will. The institutionalization
of such practices is evidenced by the fact that the number of companies
reporting on corporate citizenship has climbed from 200 five years
ago to over 4,000 today.
find an
expert that can help your company with branding and corporate
citizenship challenges |
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