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Just Good Business by Kellie McElhaney

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5 BE CONSISTENT

Look to make your course regular, that men may know beforehand what they may expect.

—Francis Bacon

Not too long ago, two companies came to the Haas School to recruit MBA students during the fall recruiting season, as hundreds of companies do in their quest for today’s best MBA talent. The contrast in the companies’ presentations highlights the importance of consistency in CSR messaging.

One of the companies was Dow Chemical, which brought a senior executive team comprising eight people, including the head of strategy, the head of brand, the head of finance, and other high-ranking company officers. At the company’s presentation to our students, each one of these people got up and spoke about why Dow Chemical was a great ...

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