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Green to Gold: How Smart Companies Use Environmental Strategy
Ebook Download Green to Gold: How Smart Companies Use Environmental Strategy
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Audible Audiobook
Listening Length: 10 hours and 54 minutes
Program Type: Audiobook
Version: Unabridged
Publisher: Brilliance Audio
Audible.com Release Date: January 12, 2009
Language: English, English
ASIN: B001PLNCYO
Amazon Best Sellers Rank:
This is one of the better books on the New Green Wave of sustainability sweeping across the business world (2006). It is written by two Yale profs who take a much more objective view of the successess - and failures - of companies who have launched into major sustainability initiatives. As such, it is a more credible assessment of the real value of sustainable business practices. It is well written with many case examples, factoids and stimulating discussion - as well as many "tools" for any company to size up their path ahead.Most books on the topic leave you with the idea that all is rosey and money when "doing the right thing" and developing more sustainable business practices. Not so here - you will find many examples of what HASN'T worked out according to expectations. Case-in-point Interface Floor Covering, a company whose case is in about every book on sustainability. Well, in their pursuit to reinvent the way carpeting is made and sold (many excellent eco-accomplishments), they totally musjudged the marketplace and assumed corporate customers would be happy to switch from buying carpeting (out of annual capital budget) to leasing it (out of monthly operating budgets). They ignored one of the great rules of "Green Marketing": Don't expect the customer to change behaviour to make green choices. So, this book brings these valuable lessons for all to learn and avoid repeating.This is a great book for VP, CEO, COO levels as it highlights the business case in a clear and compelling way and shows how, really, the business case for sustainability has been largely proven. Green to Gold is a quality, believable business book that will help especially managerial staff understand this topic in biz terms most known to them. It also gives some excellent but succict summaries of the top environmental problems that have led to unsustainable activity and how to savvily engage various stakeholders from Greenpeace to shareholder or employees asking tough questions.Also highly recommended is "A Necessary Revolution: How Organizations are Collaborating to Create a Sustainable World" by MIT's Peter Senge (2008).
Yes, money makes the world go 'round. Money can also help make it go green.That's the striking core message of this 2006 business tome, which spotlights the cause of environmentalism with a decidedly capitalist slant. At the core of capitalism's success, they say, is innovation. That same innovation, when applied responsibly by businesses of many types, has resulted in big gains against pollution, resource depletion, and other sustainability issues, often helping those businesses add to their bottom line.Authors Daniel C. Esty and Andrew S. Winston back up this central point with numerous examples of industries reaping the rewards of a green strategy, dating back to Toyota's milestone launch of the Prius hybrid in 1993. Not every earth-friendly idea is so rewarding, but even the hardest-cost items can be useful in demonstrating a corporation as a good citizen, something critical in the face of growing regulatory pressure and activist advocacy."No company can afford to ignore green issues," the authors write. "Those who manage them with skill will build stronger, more profitable, longer-lasting businesses - and a healthier, more livable planet."Two groups of people are likely to find this book not to their liking. One are the group that believe climate change - presented as a simple case of fact in this book - is the product of phony science. However, as I write this on an 85-degree day in April, many of these people would likely agree with me that in the world of stock markets particularly, perception is reality and there's little value now in digging one's heels in the ground and calling Al Gore names.The other group, interestingly, is hard-core environmentalists. "Green To Gold" is an eco-positive book, but its message will likely anger those who believe capitalism itself is the world's greatest environmental threat. Esty and Winston even go so far as to point out examples of where a green-first philosophy won't work for most businesses. Patagonia, for example, can charge more for its earth-friendly products because its a privately held company. For other businesses, as a Shell executive notes, the environment can be most effective as a "third button", not a reason for making a purchase in itself, but as a kind of feel-good value add.There is a good deal of repetition, PowerPoint graphics, and acronymic dross in "Green To Gold", which at least establishes that it is indeed a business book. It's a little too rah-rah at times, like about cap-and-trade, which is pure taxation and only helpful in the way it can hurt your competitor more than you. At one point, the authors suggest businesses should embrace even stricter regulations, after preparing themselves to meet those regs, in order to gain competitive advantage against their scrambling peers. There's a green strategy Gordon Gekko would have liked!I liked "Green To Gold" less for its message (no treehugger me!) than for the solid way it is presented. There's also useful information about how companies can foster an eco-friendly culture that will affect change within the organization, thus priming it for the tough regulatory stretch ahead. The fact is the world is taking green issues more seriously, and smart businesses need to stay ahead of this development. "Green To Gold" offers the kind of guidance that speaks to the comptroller as well as the dreamer.
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