Green to Gold: How Smart Companies Use Environmental Strategy to Innovate, Create Value, and Build Competitive Advantage / Edition 1by Daniel C. Esty, Andrew S. Winston
Pub. Date: 10/09/2006
Publisher: Yale University Press
Green to Gold is an essential guide for forward-thinking business leaders who see the Green Wave coming and want to profit from it. This audio explores what every executive must know to manage the environmental challenges facing society and business. Based on the authors' years of experience and hundreds of interviews with corporate leaders around the world, Green to Gold, shows how companies generate lasting value - cutting costs, reducing risk, increasing revenues, and creating strong brands - by building environmental thinking into their business strategies.
Green to Gold is written for executives at every level and for businesses of all kinds and sizes. Esty and Winston guide leaders through a complex new world of resource shortfalls, regulatory restrictions, and growing pressure from customers and other stakeholders to strive for sustainability. With a sharp focus on execution, Esty and Winston offer a hard-hitting yet inspiring road map that companies can use to cope with environmental pressures and responsibilities while sparking innovation that will drive long-term growth. Green to Gold is the new template for global CEOs who want to be good stewards of the Earth while simultaneously building the bottom line.
"Green to Gold provides the definitive thinking on how business leaders can address environmental issues in the new economy, a world where companies win by integrating company strategies with social challenges, rather than treating economics and social as separate and different." - Michael E. Porter, Professor, Harvard Business School
- Yale University Press
- Publication date:
- Edition description:
- First Edition
- Product dimensions:
- 6.13(w) x 9.25(h) x 1.25(d)
Table of Contents
Introduction. The Environmental Lens.
Part One. Preparing for a New World.
Issues and opportunities for business in an environmentally sensitive world.
2. Natural Drivers of the Green Wave.
Environmental problems and how they shape markets.
3. Who's Behind the Green Wave?
Stakeholders and the power they wield.
Part Two. Strategies for Building Eco-Advantage.
4. Managing the Downside.
Green-to-Gold Plays to reduce cost and risk.
5. Building the Upside.
Green-to-Gold Plays to drive revenues and create intangible value.
Part Three. What WaveRiders Do.
6. The Eco-Advantage Mindset.
Looking through an environmental lens.
Understanding your company's environmental “footprint”.
8. Redesigning Your World.
Designing for the environment and “greening” the supply chain.
9. Inspiring an Eco-Advantage Culture.
Creating an organizational focus on environmental stewardship
Part Four. Putting It All Together.
10. Why Environmental Initiatives Fail.
Pitfalls to avoid on the way to Eco-Advantage.
11. Taking Action.
Execution for sustained competitive advantage.
12. Eco-Advantage Strategy.
Key Eco-Advantage plays, tools, and plans.
Appendix 1. Additional Resources.
Appendix 2. Methodological Overview.
Appendix 3. Most Relevant Tools for Each.
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Sesame Street's Kermit the Frog famously observed, 'It's not easy being green.' Whether easy or not, environmental and social pressures are pushing more and more companies to ride the 'green wave' to ecological sustainability. In this beautifully organized, crisply written book, Daniel C. Esty and Andrew S. Winston, both Yale professors, describe how sustainability can create competitive advantage. They succinctly make the business case for sustainability, and then provide a playbook of green strategies and tactics. The presentation is neither too abstract nor too detailed: It's just right. Nor is their presentation one-sided: They enumerate many ways sustainable products and strategies can go wrong. While some of their suggestions may seem obvious, the authors deserve praise for collecting so many excellent tips and tricks, and for describing them in memorable (mostly) jargon-free prose. We highly recommend this smart book to any business leader who wants to move beyond rhetoric to action. While Kermit's wisdom is doubtless correct, this handbook makes being green much easier.