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Writing in an accessible journalistic style, Bruce Piasecki describes how the world business community was rocked by the Bhopal debacle, and explains why, while some companies were plowed under by the avalanche of change that ensued, others, including Union Carbide, ARCO, AT&T, and Warner-Lambert, went on to strengthen their competitive positions. In his vivid account of the steps taken by those companies to improve environmental performance, Piasecki clearly identifies four distinct approaches to the same problem. He shows precisely how and why each company's efforts were rewarded, not only with environmental breakthroughs but with improved financial performance as well. In a series of dramatic case histories, Piasecki reveals, for the first time, the full details of the initiatives taken at each company, including:
* Union Carbide and the development of strict auditing standards
* ARCO and the development of environment-friendly gasoline
* AT&T and the role of strategic alliances in the initiative to eliminate CFCs from electronics production
* Warner-Lambert and the drive to develop truly biodegradable plastics
At a time when the fate of many companies hinges on the environmental strategies they adopt, this book offers managers an unparalleled opportunity to learn from the success stories of four companies that have transformed themselves into environmentally progressive firms. More importantly, it shows them how to apply the lessons they learn to their own organizations.
"Bruce Piasecki is a keen observer of the arena where corporate politics and environmental goals intersect. His new book Corporate Environmental Strategy contains invaluable insights into the coming change for the positive in ecological affairs." -- Gregg Easterbrook Newsweek
"This is a book for policy and opinion leaders, managers, and businesspeople. While others talk about 'green marketing,' Piasecki tackles the harder task of showing how environmental improvement can be used as a strategic asset by industry to gain competitive advantage." -- from the Foreword by Bill Perkins and Ellen Lepper Founding Partners The Potomac Communications Group
"Corporate Environmental Strategy will contribute to society's understanding that the environmental protection initiative in the United States has moved from polarization to partnership." -- Thomas S. Davis E&S Engineering Affairs AT&T
"Bruce Piasecki is that rare academician who has a practical understanding of the challenges faced by environmental managers." -- Charles L. Grizzle The Grizzle Company and former EPA Assistant Administrator
Here is the inside story of how four major multinational corporations proved that responsible environmental policy is not only right--it's profitable. Union Carbide, ARCO, AT&T, and Warner-Lambert successfully transformed environmental performance from a major liability to a major asset. The methods they developed can be applied in virtually any industrial setting to increase competitiveness and add luster to the corporate image.
The Avalanche of Change.
When to Play by the Rules, When to Change the Game.
THE FUNDAMENTAL KINDS OF CHANGE.
Change from Above: Union Carbide and Reactive Strategies.
Change by Strategy: ARCO and New Product Development.
Changing Business as Usual: An Examination of Leading Options.
Cascading Change: AT&T and the Role of Strategic Alliances.
Enabling Change: Warner-Lambert and the Risks of Radical Innovation.
THE FUTURE OF CORPORATE ENVIRONMENTAL STRATEGY.
In Nature We Trust.
Epilogue: Measuring Environmental Excellence.