Reset

Business and Society in the New Social Landscape

James Rubin and Barie Carmichael

Columbia University Press

Reset

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Pub Date: January 2018

ISBN: 9780231178242

272 Pages

Format: Hardcover

List Price: $29.95£24.00

Pub Date: January 2018

ISBN: 9780231545907

272 Pages

Format: E-book

List Price: $28.99£23.00

Reset

Business and Society in the New Social Landscape

James Rubin and Barie Carmichael

Columbia University Press

As consumers, our access to—and appetite for—information about what and how we buy continues to grow. Powered by social media, we scrutinize the companies behind familiar products and are disappointed when their actions do not meet our expectations. With citizens acting as 24/7 auditors of corporate behavior, one formerly trusted company after another has had their business disrupted with astonishing velocity. Control of the corporate narrative has shifted to engaged stakeholders in the new social landscape, requiring a radical change to company practices.

James Rubin and Barie Carmichael provide a strategic roadmap for businesses to navigate the new era, rebuild trust, and find their voice. Reset traces the global decline of trust in business at the same time that the public’s expectations for business’s role in society are rising. Today, businesses must bridge this widening gap, which requires strategic solutions anchored in a critical outside-in understanding of the stakeholder footprint of the business model. C-suite executives who proactively mitigate the negative social impacts inherent in their business models, strategies, and operations can find win-win solutions that not only benefit both their business and society, but also enable sustainable growth in the challenging new social landscape. Rubin and Carmichael offer case studies of reputations lost and found, suggesting fundamental strategies to mitigate risk and build the corporate brand. Reset is an essential guide to navigating the pitfalls and taking advantage of the opportunities of the reset.
James Rubin and Barie Carmichael remind us of a timeless truth that could not be more timely. Reset: Business and Society in the New Social Landscape shows through cogent analysis and compelling examples how corporate character is destiny. This is now essential for business success—even survival—in a new world of radical transparency, empowered constituencies, and global society undergoing profound change.Jon Iwata, senior vice president and chief brand officer, IBM
Reset deftly draws a road map that corporate leaders can use to navigate the new landscape of risk and responsibility. Particularly powerful is Rubin and Carmichael's wise recommendation to make 'corporate character' - the essence of why an organization exists and whether it lives its values - a strategic governance priority for executive management and boards of directors. Hear, hear!Gary Sheffer, retired chief communications officer, GE
Global transparency is on the verge of a new inflection point. Rubin and Carmichael offer up a new corporate playbook to engage, manage and influence the outcomes of a radically transformed marketplace of ideas, competitors, and stakeholders. Visionary, prescient, and a bit radical, Reset isn’t just good. It’ll transform the way you think about corporate communication.James S. O'Rourke, IV, University of Notre Dame
Reset captures concisely and comprehensively the new parameters of the business and society relationship and the challenges posed for business in the profoundly unpredictable world in we which we live. Rubin and Carmichael give particular attention to ‘web-enabled stakeholder vigilance,’ a force that can be marshaled against business but also a potential source of needed societal change. Illustrated with telling examples, they show how the business and society relationship has been reset—and offer keen insights on how and why business needs to respond.N. Craig Smith, INSEAD, France
Reset is a must read for corporate management as well as consumers and the public seeking to affect corporate change. There are hundreds of books on business and society. None demonstrates the power of social media to influence corporate actions—except this new book. Rubin and Carmichael provide important and innovative insight on how millions of readers/viewers on social media have “reset” the landscape of business-society relationships, prodding companies to perform responsibly and profitably.Patricia Werhane, professor emerita, DePaul University and University of Virginia
This is a timely book. Today, a web-enabled public is perpetually auditing the stakeholder footprint of business strategies, radically shifting how a corporation communicates and engages. Every executive needs to understand how this "reset" affects their company.R. Edward Freeman, author of Strategic Management: A Stakeholder Approach
In the new social landscape’s ecosystem, an inherent respect for stakeholders is the bedrock for a sustainable reputation. I was fortunate to work for a company that did well by doing good, a foundation that has consistently ranked UPS among the world’s most admired companies. James Rubin and Barie Carmichael have done a fantastic job of mapping the challenges for corporations to get it right in today’s reset relationship with stakeholders.Ken Sternad, retired vice president, UPS Global Public Relations, president of the UPS Foundation
Rubin and Carmichael hit the reset button for managers trying to make sense of digital transformation and its effect on trust in business. Coming from experienced and accomplished authors, Reset is a great book for managers at all levels trying to figure out how to meet the increasingly high expectations for business before it’s too late.Paul Argenti, Dartmouth University
Reset hits the nail on the head with the increasingly self-evident idea that corporations must embrace the inherent risks in their business model when it is out of sync with prevailing public sentiment voiced by key stakeholders. The prescription is for corporate communication practitioners to close the gap, that is, to thoroughly know and clearly tell the story of what it does.Tim P. McMahon, Creighton University Heider College of Business
An ultimately thought-provoking exploration of corporate branding and identity...a timely read for everyone involved in business who fears being brought down by social media.Booklist
For any employee tasked with being in lockstep in this new and rapidly-changing business setting, Reset is essential reading.Triple Pundit
Foreword
Editor's Note
Introduction
1. The Business Trust–Expectations Gap
2. Closing the Gap in the New Social Landscape
3. Inherent Negatives: Managing Risk and Reputation
4. Corporate Character
5. The New Corporate Branding
6. Reputation Lost and Found
7. Resetting the Sweet Spot
Notes
Index

About the Author

James Rubin (1951-2016) was a member of the faculty at the University of Virginia Darden Graduate School of Business for more than two decades, serving as area coordinator for its management communications course. He authored numerous case studies on crisis communications and corporate branding, and was a longtime member of the Arthur Page Society.

Barie Carmichael is a Batten Fellow at the University of Virginia Darden Graduate School of Business and a senior counselor at the global communications consultancy APCO Worldwide. She has more than thirty-five years of experience in corporate communications, having been a partner at the Brunswick Group, a global advisory firm, and Dow Corning’s corporate vice president and chief communications officer.