THE BATTLE TO DO GOOD: INSIDE MCDONALD’S SUSTAINABILITY JOURNEY
Book ID/图书代码： 04331418C00185
English Summary/英文概要： In The Battle to Do Good, former McDonald’s Executive Bob Langert takes readers on a behind-the-scenes eye witness account of the mega brand giant’s decades-long battle to address numerous societal hot-button issues, such as packaging, waste, recycling, obesity, deforestation and animal welfare. From the late 80s, McDonald’s landed smack in the middle of one contentious issue after another, often locking horns with powerful NGOs such as Greenpeace, People for the Ethical Treatment of Animals, and Corporate Accountability.
This sudden shift from being the beloved Golden Arches since opening its doors in 1955, to the demon of many societal ills, caught McDonald’s off guard. Langert chronicles the highs and lows that McDonald’s experienced in turbulent times and how its sustainability journey evolved from playing defense to strategically solving issues with unlikely partners, including a whirling dervish, autistic animal scientist, and avid environmentalists from the World Wildlife Fund and Conservation International.
Packed with first-hand anecdotes, interviews with key McDonald’s executives and NGO leaders, and scores of lessons learned, The Battle to Do Good is a sustainability page turner that provides unique insights and guidance on how to successfully navigate and manage today’s societal issues to make the business stronger, more relevant, and more profitable.
Chinese Summary/中文概要： 在《企業與良心的戰爭》中，麥當勞前高管鮑勃·蘭格特(BOB LANGERT)帶領讀者親眼目睹了這家超級品牌巨頭數十年來為解決眾多社會熱點問題而進行的奮鬥，例如包裝、廢物、回收、肥胖、森林砍伐及動物福利。 從 1980 年代末開始，麥當勞陷入了一個又一個有爭議的問題，經常與綠色和平組織、善待動物組織和企業責任組織等強大的非政府組織發生爭執。
自 1955 年開業以來深受人們喜愛的金拱門突然轉變為許多社會弊病的惡魔，這讓麥當勞措手不及。 蘭格特記錄了麥當勞在動盪時期所經歷的高潮和低谷，以及其永續發展之旅如何從防守演變為戰略性地解決與不太可能的合作夥伴的問題，這些合作夥伴包括一位旋轉的托缽僧、自閉症動物科學家，以及來自世界自然基金會和保護國際組織的熱心環保主義者。
《企業與良心的戰爭》充滿了第一手軼事、對麥當勞主要高管和非政府組織領導人的採訪以及大量的經驗教訓，是一本關於永續發展引人入勝的書，為如何成功駕馭和管理當今的社會議題提供了獨特的見解和指導，以促進永續發展，使企業更強大、更有責任感、且更有利可圖。(Zoe)
Awards/获奖情况："The Battle to Do Good: Inside McDonald’s Sustainability Journey is a must-read even for those who are cynical about the business of corporate social responsibility." Author: The Economist
About the Author/作者介绍： 鮑勃·蘭格特(Bob Langert) 在2015 年退休之前，領導麥當勞企業社會責任和永續發展工作超過25 年。目前，他是GreenBiz Group 的專欄作家和特約編輯，以及全球首屈一指的Context Network 的高級永續發展顧問。促進農業發展的農業綜合企業顧問公司。 自 1980 年代末以來，他一直致力於全球範圍內的社會責任議題，領導環境事務、動物福利和麥當勞叔叔兒童慈善機構的贈款。 2006 年，他被任命為麥當勞第一副總裁，領導永續發展，其貢獻涵蓋永續魚類、咖啡、棕櫚油、牛肉、包裝、廣泛的動物福利進步和營養策略。 2007 年，蘭格特被 Ethisphere 評為 100 名最具影響力的商業道德人士之一。
Bob Langert led McDonald’s Corporate Social Responsibility & Sustainability efforts for more than twenty-five years before retiring in 2015. Currently he is a columnist and editor-at-large for the GreenBiz Group and Senior Sustainability Advisor for The Context Network, the premier global and agribusiness consulting firm in advancing agriculture. He has been engaged in social responsibility issues at a global level since the late 1980s, leading environmental affairs, animal welfare, and Ronald McDonald Children’s Charities’ grants. He was appointed McDonald’s first vice president to lead sustainability in 2006 with contributions spanning sustainable fish, coffee, palm oil, beef, packaging, extensive animal welfare progress, and nutrition strategy. In 2007, Langert was named as one of the 100 Most Influential in Business Ethics by Ethisphere.
Format:
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE(到期可授)
Complex/Traditional Chinese/繁体中文：AVAILABLE
Sales in other countries/其他国家销售情况：
原文第一章内容：暂无
手稿：暂无
大纲：暂无