Green to Gold: How Smart Companies Use Environmental Strategy to Innovate, Create Value, and Build Competitive Advantage / Edition 1by Daniel Esty, Andrew Winston
Pub. Date: 01/09/2009
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
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. "
- Publication date:
- Edition description:
- Revised and Updated
- Sales rank:
- Product dimensions:
- 6.00(w) x 8.90(h) x 1.00(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.
and post it to your social network
Most Helpful Customer Reviews
See all customer reviews >
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.