BOOK REVIEW: 'Compassionate' gives readers a lot

A breath of fresh air amongst the many business books out there, Compassionate Capitalism is full of insight and trade secrets simply about building the bottom line. At a time when many corporations have cut back their philanthropy, Salesforce.com CEO Marc Benioff shows how giving back is always a good idea.

A breath of fresh air amongst the many business books out there, Compassionate Capitalism is full of insight and trade secrets simply about building the bottom line. At a time when many corporations have cut back their philanthropy, Salesforce.com CEO Marc Benioff shows how giving back is always a good idea.

Benioff leads from example, demonstrating Salesforce's own philanthropic philosophy. He includes dozens of other examples from the likes of Hasbro, Timberland, and Cisco Systems. While the book is repetitive at times, it ultimately proves insightful, using the examples to show how companies establish a culture of philanthropy, how they involve staff, how they reach out globally, and how they maintain their giving during tough times. Perhaps most importantly, the authors note that corporate philanthropy "must be more than lip service or devotion to giving as a way to generate PR coverage." The book is a nice reminder that shareholders are not the only ones who have a stake in a company's success. ----- Title Compassionate Capitalism Author Marc Benioff and Karen Southwick Publisher Career Press, 223 pages Reviewed by Andrew Gordon

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