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Green to Gold
How Smart Companies Use Environmental Strategy to Innovate, Create Value, and Build Competitive Advantage
Daniel C. Esty (Author), Andrew Winston (Author)
9780470393741, Wiley
Paperback / softback, published 29 January 2009
416 pages
21.8 x 14 x 2.8 cm, 0.499 kg
"An excellent, updated primer that tracks the A to Z of getting a grip on green as a business leader." (CNBC European Business, April 2009)
From the Publishers Weekly review:
"Two experts from Yale tackle the business wake-up-call du jour-environmental responsibility-from every angle in this thorough, earnest guidebook: pragmatically, passionately, financially and historically. Though "no company the authors know of is on a truly long-term sustainable course," Esty and Winston label the forward-thinking, green-friendly (or at least green-acquainted) companies WaveMakers and set out to assess honestly their path toward environmental responsibility, and its impact on a company's bottom line, customers, suppliers and reputation. Following the evolution of business attitudes toward environmental concerns, Esty and Winston offer a series of fascinating plays by corporations such as Wal-Mart, GE and Chiquita (Banana), the bad guys who made good, and the good guys-watchdogs and industry associations, mostly-working behind the scenes. A vast number of topics huddle beneath the umbrella of threats to the earth, and many get a thorough analysis here: from global warming to electronic waste "take-back" legislation to subsidizing sustainable seafood. For the responsible business leader, this volume provides plenty of (organic) food for thought. "
Preface to the Paperback Edition x i Preface xvii Acknowledgments xxi Introduction: The Environmental Lens 1 Part One Preparing for a New World 1 Eco-Advantage 7 2 Natural Drivers of the Green Wave 31 3 Who’s Behind the Green Wave? 65 Part Two Strategies for Building Eco-Advantage 4 Managing the Downside 105 5 Building the Upside 122 Part Three What WaveRiders Do 6 The Eco-Advantage Mindset 145 7 Eco-Tracking 166 8 Redesigning Your World 195 9 Inspiring an Eco-Advantage Culture 206 Part Four Putting It All Together 10 Why Environmental Initiatives Fail 235 11 Taking Action 260 12 Eco-Advantage Strategy 281 Appendix I: Additional Resources 305 Appendix II: Methodological Overview 311 Appendix III: Frequently Asked Questions 317 Notes,* 323 Index 353 * References are not noted in the text but are shown by page number and key words beginning after the Appendixes.
Issues and opportunities for business in an environmentally sensitive world
Environmental problems and how they shape markets
Stakeholders and the power they wield
Green-to-Gold Plays to reduce cost and risk
Green-to-Gold Plays to drive revenues and create intangible value
Looking through an environmental lens
Understanding your company’s environmental “footprint”
Designing for the environment and “greening” the supply chain
Creating an organizational focus on environmental stewardship
Pitfalls to avoid on the way to Eco-Advantage
Execution for sustained competitive advantage
Key Eco-Advantage plays, tools, and plans
Subject Areas: Business & management [KJ]
