Author Description

¿If It¿s Not Fun, Why Do It?¿ ¿Bus. Has a Responsibility to Give Back to the Community.¿ To Ben Cohen and Jerry Greenfield -- better known as Ben and Jerry -- these slogans represent a philosophy of bus. and a way of life. From the day they founded Ben and Jerry¿s in 1978, through the twists and turns of building a multi-million-dollar international co., they have been committed to turning bus. into a tool for social change. They call their method ¿values-led bus.¿ and explain what it is, why it¿s the best model for bus. today. Using examples from their own experiences and from those of other entrepreneurs, they show how a company¿s commitment to progressive social values translates into profit, in the form of unprecedented customer and employee loyalty. Illus.