Corporate Realities and Environmental Truths: Strategies for Leading Your Business in the Environmental ERA

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Overview

With most strategic issues companies have a choice; not so with the environment. With the advent of the 1992 Earth Summit in Rio, the environmentally committed regime in Washington, and the emergence of a broad, ecology-minded consumer base, it is clear that being pro-environment is now a matter of corporate survival. Corporate Realities and Environmental Truths offers managers a total program for meeting the environmental challenge and turning what traditionalists see as a threat to profitability into a golden opportunity for new profits and improved performance. The first part of Corporate Realities and Environmental Truths focuses on internal organization. Drawing on examples set by Procter & Gamble, DuPont, Gillette, AT&T, and other major corporations, the authors demonstrate that the key to success in the environmental era lies in the development of a "green" corporate culture as well as the mechanisms for translating environmental initiatives into manufacturing, engineering, product development, marketing, PR, and all functional areas of a company, from boardroom to mailroom. With the help of numerous examples and case studies, they describe how to fashion an environmental management structure appropriate to your business; how to achieve environmental goals while improving internal communications; and how to tap the enormous grassroots energy of all employees. And they introduce Total Quality Environmental Management, a model that applies quality management techniques pioneered by organizational geniuses such as W. Edwards Deming to the management of an environmentally responsible company. The second part of Corporate Realities and Environmental Truths explains how to deliver your environmental message successfully to a wary public and a cynical media, while avoiding trouble with lawmakers, activists, and regulators. The authors offer the first comprehensive set of guidelines for environmental marketers, including strategies for launching retooled and new

Editorial Reviews

Publishers Weekly

This well-structured, useful guide is aimed at the rapidly increasing number of business/industrial firms which have been encouraged by public pressure, government regulations and a demand for corporate responsibility to enter what the authors call ``a new era of environmental activism.'' The authors (Bennett is author of Green Pages , Freierman is an environmental consultant/writer and George is author of The Baldrige Quality System ), outline a long-term, systematic program called Total Quality Environmental Management (TQEM). Already adopted by such companies as Xerox, 3M, Procter & Gamble and Merck, TQEM involves creating a corporate environmental policy to be implemented by trained, empowered employees under management guidance and encouragement. The last two-thirds of the book offer specific courses of action for recycling, reducing environmental health threats, marketing, reaching the media, reaching the community and reaching a profitable ``green'' cooperation with government agencies and activist groups. Scattered throughout are case histories of companies that have successfully opted for ``sustainable development'' over ``unlimited growth.'' (Sept.)

Library Journal

In the shadow of the 20th anniversary of the initial Earth Day (1970), many organizations realize that a new environmental ethic is in order. According to two new books, the message is clear: not only must organizations not harm the environment, they must actively work to promote a better one. Kinlaw's book is the more academic of the two. The author, a longtime management trainer for NASA and other organizations, builds his thesis around a ``sustainable performance model'' that systematically lays out the factors necessary to implement total quality environmental management (TQEM). A notable feature is the inclusion of appendixes that offer a resource guide as well as a practical guide for conducting an environmental audit. The title by Bennett and colleagues, who are environmental authors and consultants, is more of a how-to handbook for adjusting to the new environmental ethic. Chapters 6 and 7, which recognize the importance of marketing and public relations in creating public perceptions about a firm's environmental commitment, are especially well crafted. Both these books should be read by executives wanting to catch the ``green wave.''-- Gene R. Laczniak, Marquette Univ., Milwaukee

Product Details

ISBN-13: 9780471530732
Publisher: Wiley, John & Sons, Incorporated
Publication date: 8/28/1993
Edition number: 1
Pages: 240

	Introduction: The Greening of American Business: Becoming a Winner in the New Environmental Marketplace	1
1	Five Prerequisites for Corporate Environmental Action: Meeting the Environmental Imperative	11
2	Total Quality Environmental Management: Using TQEM to Create an Environmentally Sound Organization	31
3	Up the Environmental Organization: Building a "Green" Culture	55
4	The Organic Office: Creating an Environmentally Sound Workplace	71
5	The Ten Laws of Eco-Marketing: Marketing and Advertising in the Environmental Age	91
6	Eco-Speak: Conducting an Effective Environmental PR Campaign	111
7	Strategic Partnerships: Building Bridges Over Troubled Waters	129
8	Vanguard Environmental Companies: Taking Proactive Environmental Action	151
9	The New Environmental Watchdogs: Gaining a Nod of Approval from the Socially Conscious Investment Community	173
	Epilogue: Environmental Challenges for Twenty-First Century Companies	205
	Appendix: Business and Environment Resource Guide	211
	About the Authors	221
	Index	223

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Corporate Realities and Environmental Truths: Strategies for Leading Your Business in the Environmental ERA

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