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Green to Gold: How Smart Companies Use Environmental Strategy to Innovate, Create Value, and Build Competitive Advantage / Edition 1

Green to Gold: How Smart Companies Use Environmental Strategy to Innovate, Create Value, and Build Competitive Advantage / Edition 1

by Daniel C. Esty, Andrew Winston


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Green to Gold: How Smart Companies Use Environmental Strategy to Innovate, Create Value, and Build Competitive Advantage / Edition 1

From the Publishers Weekly review:
"Two experts from Yale tackle the business wake-up-call dujour-environmental responsibility-from every angle in thisthorough, earnest guidebook: pragmatically, passionately,financially and historically. Though "no company the authors knowof is on a truly long-term sustainable course," Esty and Winstonlabel the forward-thinking, green-friendly (or at leastgreen-acquainted) companies WaveMakers and set out to assesshonestly their path toward environmental responsibility, and itsimpact on a company's bottom line, customers, suppliers andreputation. Following the evolution of business attitudes towardenvironmental concerns, Esty and Winston offer a series offascinating plays by corporations such as Wal-Mart, GE and Chiquita(Banana), the bad guys who made good, and the good guys-watchdogsand industry associations, mostly-working behind the scenes. A vastnumber of topics huddle beneath the umbrella of threats to theearth, and many get a thorough analysis here: from global warmingto electronic waste "take-back" legislation to subsidizingsustainable seafood. For the responsible business leader, thisvolume provides plenty of (organic) food for thought. "

Product Details

ISBN-13: 9780470393741
Publisher: Wiley
Publication date: 01/09/2009
Edition description: Revised and Updated
Pages: 408
Sales rank: 667,990
Product dimensions: 6.00(w) x 8.90(h) x 1.00(d)

About the Author

Daniel C. Esty is the Hillhouse Professor at Yale University andDirector of the Center for Business and the Environment at Yale( Author or editor of nine books and dozens ofarticles, Dan is one of the world's leading corporate environmentalstrategy experts with twenty years of experience working withcompanies of all sizes and across many industries worldwide. Heserved as a senior official at the U.S. Environmental ProtectionAgency in the early 1990s and is presently Chairman of EstyEnvironmental Partners (

Andrew S. Winston advises some of the world's leading companieson how to profit from environmental thinking. He is also a highlyrespected and dynamic speaker, exploring the business benefits ofgoing green with audiences around the world. Andrew's earliercareer included corporate strategy at Boston Consulting Group andmanagement positions in marketing and business development at TimeWarner and MTV. See for more information.

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Table of Contents

Preface to the Paperback Edition, xi

Preface, xvii

Acknowledgments, xxi

Introduction: The Environmental Lens, 1

Part One Preparing for a New World

1 Eco-Advantage, 7

Issues and opportunities for business in an environmentally sensitive world

2 Natural Drivers of the Green Wave, 31

Environmental problems and how they shape markets

3 Who’s Behind the Green Wave?, 65

Stakeholders and the power they wield

Part Two Strategies for Building Eco-Advantage

4 Managing the Downside, 105

Green-to-Gold Plays to reduce cost and risk

5 Building the Upside, 122

Green-to-Gold Plays to drive revenues and create intangible value

Part Three What WaveRiders Do

6 The Eco-Advantage Mindset, 145

Looking through an environmental lens

7 Eco-Tracking, 166

Understanding your company’s environmental “footprint”

8 Redesigning Your World, 195

Designing for the environment and “greening” the supply chain

9 Inspiring an Eco-Advantage Culture, 206

Creating an organizational focus on environmental stewardship

Part Four Putting It All Together

10 Why Environmental Initiatives Fail, 235

Pitfalls to avoid on the way to Eco-Advantage

11 Taking Action, 260

Execution for sustained competitive advantage

12 Eco-Advantage Strategy, 281

Key Eco-Advantage plays, tools, and plans

Appendix I: Additional Resources, 305

Appendix II: Methodological Overview, 311

Appendix III: Frequently Asked Questions, 317

Notes, 323

Index, 353

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Green to Gold: How Smart Companies Use Environmental Strategy to Innovate, Create Value, and Build Competitive Advantage 4.8 out of 5 based on 0 ratings. 4 reviews.
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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.