Corporate social responsibility is also about being authentic. McElhaney picks up on this concept and specifically writes about the connection between CSR measures and branding. She shows that a good brand needs to reflect the core values of a company and its efforts regarding social responsibility measures to make long term profits. Furthermore, she describes that an inside-out perspective with a focus on customer needs enables a company to adjust a brand to the needs of the market and is the beginning of sustainable business practices. Although I think that everyone who read Porter, Miller, Day, and Barney on inside-out and outside-in perspectives will come to the conclusion that in most cases there is no sustainable success without incorporating both perspectives to certain degrees, McElhaney makes a valid point.
I, personally, think that authenticity, honesty, transparency, and (depending on the definition of this term in an economic sense) sometimes even simplicity will become more and more vital in the world of business to be and remain competitive in the long run. Just Good Business is a book that picks up on this and provides a great introduction how to brand products and companies authentically.