BT: doing well by doing good

Hugh Burkitt and John Zeally

This paper describes British Telecom's involvement in partnership with the Disaster Emergency Committee (DEC) following the Southeast Asia tsunami disaster in December 2004.

BT: doing well by doing good

Hugh Burkitt & John Zealley

An important element of this case study is how involved the employees became. Doing the right thing can have an impact well beyond the initial goals, a view echoed by Andrew Marsden, Category Director, Britvic:

'The old adage that managers are there to do things right but directors are there to do the right thing was never more applicable than to CSR. ... CRM can echo the values of the company to the benefit of the shareholder, can cement employee loyalty and commitment, and frankly do a...

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