The leading guide to driving growth and profits through green strategynow revised and updated
"Green to Gold provides the definitive thinking on how business leaders can address environmental issues."
Michael E. Porter, Professor, Harvard Business School
"The future of our country depends on getting on a sustainable track . . .Green to Gold blazes a trail for businesses of all kinds to follow."
Michael Morris, CEO, American Electric Power
"Rich with both big-picture thinking and practical suggestions."
Larry Linden, Advisory Director, Goldman Sachs
"A compelling blueprint for how companies can address critical environmental problems."
William K. Reilly, former administrator,U.S. Environmental Protection Agency
"Green to Gold is a must-read for the twenty-first-century CEO."
Tensie Whelan, Executive Director, Rainforest Alliance
|Edition description:||Revised and Updated|
|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.
Most Helpful 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.