×

Uh-oh, it looks like your Internet Explorer is out of date.

For a better shopping experience, please upgrade now.

Strategies for the Green Economy: Opportunities and Challenges in the New World of Business
     

Strategies for the Green Economy: Opportunities and Challenges in the New World of Business

by Joel Makower, Cara Pike
 

See All Formats & Editions

Businesses are entering the green marketplace at breakneck speed to keep pace with customer and societal demands to reduce their environmental impacts. But greening one's business is no small feat. While clear opportunities abound in this new economy, business leaders pursuing a green strategy are finding few roadmaps and established rules and plenty of hidden

Overview

Businesses are entering the green marketplace at breakneck speed to keep pace with customer and societal demands to reduce their environmental impacts. But greening one's business is no small feat. While clear opportunities abound in this new economy, business leaders pursuing a green strategy are finding few roadmaps and established rules and plenty of hidden twists and turns.

So, how does a company succeed in a world gone green?

In Strategies for the New Green Economy, Joel Makower, one of the world's foremost green business experts, provides a clear roadmap for this challenging terrain. Makower offers insights and inspiration gleaned from his 20 years' experience helping Fortune 500 companies and start-ups alike formulate strategies that align environmental and business goals. Providing a comprehensive and realistic look at both the opportunities and challenges, Strategies for the New Green Economy shows how leadership companies are finding their way in the green economy, while their competitors struggle.

Strategies for the Green Economy systematically tackles the central issues of greening your business:

  • What does it take to be seen as an environmental leader?
  • What are the standards, implicit or explicit, that you must meet to be green?
  • How do you communicate what your business is doing right--and what it's doing wrong?
  • How can you overcome consumer, media, and activist distrust?
  • How can your company be heard amid the “green noise” in the marketplace?
  • What are the new opportunities emerging for companies in the green economy?

Including groundbreaking data about customers' attitudes and behaviors regarding green products and services, Strategies for the Green Economy will lead you through the thicket of finicky customers, confusing research reports, and public cynicism regarding green marketing claims--and place you on solid footing in the growing green economy.

Editorial Reviews

Library Journal

With climate change, skyrocketing energy costs, and a bad economy on everyone's minds, these two books offer different takes on these circumstances and consequently quite different solutions. While in The Green Collar Economy, Jones (founder & president, Green for All) addresses ongoing issues of social inequality as well as the environment and arrives at large-scale solutions aimed at both, Makower (executive editor, GreenBiz.com) in Strategies for the Green Economy focuses more on improving the "greenness" of individual corporations. By examining case studies of companies' green initiatives and their effects on marketing and consumers, he demonstrates how going green can be a win-win for both the bottom line and the environment.

In looking at the bigger picture, Jones provides ideas for rebuilding infrastructure and creating alternative energy sources, which would have the double bonus of boosting the economy through increased employment and higher wages while decreasing our dependence on fossil fuels. With a blurb by Al Gore and a foreword by Robert F. Kennedy Jr., this is a much more forward-thinking and far-reaching work that considers concrete ways to improve our current situation, rather than offering only rhetoric. Action items and a resource list at the end of the book provide ways for individuals to get involved immediately.

Makower's is a more typical "business" book, looking at specific companies and their approaches to environmentalism. It focuses on corporate success and how to use the environment as a marketing tool rather than on strategies to save the country and the planet. While both books are highly readable and very timely, the bigpicture presented in The Green Collar Economy seems more optimistic and useful than the marketing techniques outlined in Strategies. The Green Collar Economy is recommended for all libraries, while Strategies is recommended more specifically for business collections.
—Susan Hurst

Product Details

ISBN-13:
9780071641852
Publisher:
McGraw-Hill Education
Publication date:
10/05/2008
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
256
File size:
981 KB

Meet the Author

Joel Makower is chairman and executive editor of Greener World Media, producer of acclaimed B-to- B sites GreenBiz.com, ClimateBiz.com, and GreenerBuildings.com. Cara Pike is a top social change marketer and the founding director of the Social Capital Project.

Customer Reviews

Average Review:

Post to your social network

     

Most Helpful Customer Reviews

See all customer reviews