Connect: Going Beyond Corporate Responsibility

This video released by McKinsey & Company features Authors John Browne, former CEO of BP and two McKinsey experts Robin Nuttall and Tommy Stadlen - talking about 'going beyond corporate responsibility' which they have explored deeply in their new book 'Connect: How Companies Succeed by Engaging Radically with Society'.

They explain how Corporate Social Responsibility initiatives are usually too far removed from the core business to have a transformative impact on the relationships between a company and its key stakeholders. Real impact, they believe comes from embedding responsibility for stakeholder relationships "in the line", focusing on issues that are close to the core of the business, and applying world-class management techniques to achieve alignment throughout the organization.