Authors: Michael E. Conroy
ISBN-13: 9780865715790, ISBN-10: 0865715793
Format: Paperback
Publisher: New Society Publishers
Date Published: June 2007
Edition: (Non-applicable)
Michael Conroy is Program Officer for Global Governance for the Rockefeller Brothers Fund. Previously a Senior Lecturer and Senior Research Scholar at the Yale School of Forestry and Environmental Studies, he was also Senior Program Officer at the Ford Foundation, and Professor of Economics at the University of Texas at Austin.
Book Synopsis
Why market campaigns and certification systems are actually working.
Table of Contents
Acknowledgments xi
Preface xiii
Branded! The Unexpected Consequences of Successful Global Branding 1
Seemingly Improbable Corporate Events 2
From Branding to Branded! 6
The Basics of Certification Systems 10
A Corporate Cautionary Tale: The Story of Nike 11
Why Do Businesses Engage? 15
The Critical Three-Way Combination 17
Development Stages for Certification Systems 18
An NGO Cautionary Tale: The Story of Green Seal 19
The Voices of Fundamental Opposition 24
The Rest of the Book 25
Redefining Corporate Social and Environmental Accountability for the 21st Century 27
A Brief History of Corporate Social Responsibility 27
Critique of Corporate Social Responsibility 28
Re-specification of CSR for the 21st Century 30
Internet Instruments for Corporate Accountability: The Business and Human Rights Resource Centre 32
Rebuilding a Company Around Corporate Social Accountability...and Winning! The Marks & Spencer Story 35
Collaborative Governance and Capitalism 3.0 38
Leveraging the Brand: The Essence of Ethical Business Campaigns 43
Factors behind the Emergence of Market Campaigns 43
Promoting a Race to the Top 47
Speaking Truth to Power: Michael Marx and the Evolution of Corporate Market Campaigns 48
The Making of a Market Campaigner: Michael Brune of Rainforest Action Network 54
Market Campaigns in a Broader Context: The Power of NGOs 55
Reflections 59
Birth of It All: Transforming the Global Forest Products Industry 61
The Issues 61
Birth of the Forest Stewardship Council 63
Building Corporate Engagement 67
Richard Z. Donovan and the Rainforest Alliance SmartWood Program 68
Building Support for FSC Success: Bruce Cabarle and WWF-US 73
Results 79
FSC and the Amazon: Roberto S. Waack of Grupo Orsa 83
Institutional Maturation of the FSC 88
Building a Mature Global Forest Products Certification System: Heiko Liedeker of the FSC 92
Reflections 95
Tapping the Ethic of "Fairness": Certifying Global Commodity Trade 97
Basic Notions of Fair Trade (The Issues? Background?) 98
Certified Fair Trade 101
Building Fair Trade into Corporate Culture: Bob Stiller of Green Mountain Coffee Roasters 104
Certified Fair Trade in the US 107
Results 111
Paul Rice and TransFair USA: An NGO that "Works at the Speed of Business" 112
Taking Fair Trade to the Consumer: The Wild Oats Story 116
Reflections 117
Even the Banks Can Do It! New Accountability in Global Finance 121
The Issues 122
Campaigns and Results 127
Bringing "Charismatic Commitment" to the World Bank Group: Rachel Kyte 133
Caught in the Cross-Hairs, Responding with Flair: Pamela Flaherty of Citigroup 140
Reflections 143
Pioneers in the Implementation of the New Banking Standards: Matt Arnold and Sustainable Finance Ltd. 144
Can Tourism Be Tamed? Toward a Sustainable Tourism Stewardship Council 149
The Issues 150
Certification in the Tourism Sector 154
Building the Ethic of Sustainable Ecotourism: Martha Honey of the International Ecotourism Society and the Center for Ecotourism and Sustainable Development 156
Certified Ecotourism Pioneer: Karen Lewis of Lapa Rios Ecolodge 159
Reflections 164
Building Global Tourism Certification: Tensie Whelan, CEO of Rainforest Alliance 165
Accountability Comes to Mining: Building an Assurance Process 169
The Issues 170
The Campaign 171
Leading the Jewelry Industry Toward Greater Sustainability: Michael Kowalski of Tiffany & Co 174
Forging the "No Dirty Gold" Campaign: Payal Sampat of Earthworks 183
Reflections 186
Can Certification Systems Reduce Global Poverty? 187
Building Assets and Alleviating Poverty 187
Community-based Indigenous Success under the FSC: The Story of San Juan Nuevo 195
Responses to the Challenges 202
Reflections 205
Certification Opportunities and Challenges Encountered in Other Arenas: Fisheries, Toxics, and Labor 207
The Marine Stewardship Council 212
Rebuilding the Core of Well-Managed Fisheries: Rupert Howes at the MSC 217
Certifying Labor Practices in the Apparel Industry 219
Tackling the Tough Job of Factory Auditing: Heather White, founder of Verity 228
Campaigns Against Toxics 230
Stripping Electronics of Its "Clean" Veneer: Ted Smith of the Silicon Valley Toxics Coalition 232
Reflections 239
Industry Push Back, and the Failure of Second-Party Certification Efforts 241
Challenging NGO Legitimacy 242
Industry-Led Certification Systems 243
Reflections 253
The Mother of All Campaigns: Taking on Wal-Mart and the Looming Domination of Big-Box Retail Stores 255
Big-Box Retail 255
Focus on Wal-Mart 257
The Issues 258
The Campaign 263
Justin Ward of Conservation International's Center for Environmental Leadership in Business 266
Results 274
Reflections 283
Struggles on the Frontier: Are There Limits to the "Certification Revolution"? 287
What Do You Do with Campaigns That Seem To Go Nowhere? 287
Is There a Risk that the Concept of Certification Will Be Diluted? 290
Are There Market Structures Where the Certification Revolution Is Less Likely To Be Effective? 290
How Critical Is Consumer Consciousness and Direct Consumer Demand? 291
How Does This New Form of Market-Based Governance Interact with Traditional Modes of Regulation? 292
Who Watches the Watchers, Certifies the Certifiers? 292
How Do Certification Systems Become Financially Sustainable? 293
Can Nonprofit Organizations Learn to Function at the Speed of Business? 294
Can the Advocacy NGO Community Remain Committed to Certification as Its Success Grows? 295
Can the Certification Revolution Avoid Discriminating against the Global South? 296
Notes 298
Index 323
About the Author 335
Subjects