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Green to Gold: How Smart Companies Use Environmental Strategy to Innovate, Create Value, and Build Competitive Advantage, by Daniel C. Est
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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. "
- Sales Rank: #46556 in Books
- Brand: Wiley
- Published on: 2009-01-09
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x 1.05" w x 6.00" l, 1.33 pounds
- Binding: Paperback
- 408 pages
Features
From Publishers Weekly
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 WalMart, 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.
Copyright � Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Review
"An excellent, updated primer that tracks the A to Z of getting a grip on green as a business leader." (CNBC European Business, April 2009)
From the Back Cover
The leading guide to driving growth and profits through green strategy—now 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
Most helpful customer reviews
96 of 99 people found the following review helpful.
Best Available Primer for Top Management
By Robert David STEELE Vivas
I have read and praised Natural Capitalism: Creating the Next Industrial Revolution, The Ecology of Commerce and Cradle to Cradle: Remaking the Way We Make Things here at Amazon, and I mention them to emphasize that this book, "Green to Gold," is the hands-down no-contest best primer for top management. The others are intellectual presentations. This is a business oriented primer with lots of facts, lists, and resources.
It is a pro-business book that focuses on opportunities. It is extremely well-organized, with three parts, twelve chapters, and three appendices including a superb list of active web sites relevant to doing well by doing good.
This book is based on hundreds of interviews over four years, and every aspect of it is professional presented, including boxes with "10 second overviews" interspersed throughout.
The authors are compellingly pointed in their discussion of how the environment, and attendant regulations and attendant risks of catastrophic costs, is no longer a fringe issue. Mistakes in cadmium content of connecting cables can cost hundreds of millions.
The authors excel at discussing the new pressures from natural limits that are now visible (changes that used to take 10,000 years now take 3--see my reviews on Ecological Economics, the Republican War on Science, the varied books on Climate Change, etc) and the fact that there is a growing range of stake-holders who are altering the balance of power.
The authors are clear in noting that environmental compliance and wisdom is neither easy nor cheap, but they are equally detailed in documenting that most investments to reduce environmental costs are recouped within 12-18 months. In one cited example, 3M saves $1 billion in the first year alone on pollution reduction, and over the course of a decade, was able to reduce its pollution by 90%.
On page 33 they list the top 10 environmental issues and I like this list very much as an expansion on "Environmental Degradation" which is the over-all threat that the High Level Threat Panel of the United Nations ranked as third out of ten, to Poverty and Infectious Disease. They are:
01 Climate Change
02 Energy
03 Water
04 Biodiversity and Land Use
05 Chemicals, Toxics, and Heavy Metals
06 Air Pollution
07 Waste Management
08 Ozone Layer Depletion
09 Oceans and Fisheries
10 Deforestation
The authors do a superb job in summarizing each of these in several pages perfectly suited to the busy manager. For those desiring more in-depth looks, see my many reviews across the board, including Priority One: Together We Can Beat Global Warming; various books on energy, Water: The Fate of Our Most Precious Resource; Pandora's Poison: Chlorine, Health, and a New Environmental Strategy, Blue Frontier: Dispatches from America's Ocean Wilderness; and The Blue Death: Disease, Disaster, and the Water We Drink.
The bottom line for the first part of the book: extremes can no longer be dampened down; and we now recognize the eco-system value of the wetlands that we have paid the Army Corps of Engineers to eradicate for decades.
The authors devised a schema for businesses to develop an understanding and then a strategy for reducing their environmental footprint. The authors do extremely well with their organized examination of Aspects, Upstream, Downstream, Issues, and Opportunities (AUDIO), and anyone looking at the book in a store can go directly to pages 62-63. This is an operational management handbook.
There is an excellent overview of the many new stake-holders (or significantly matured stake-holders including NGOs, religions, and local citizens. Business can no longer bribe government--government cannot "deliver" the way it used to (see my review of The Global Class War: How America's Bipartisan Elite Lost Our Future - and What It Will Take to Win It Back for a sense of how corruption of other elites by our elites has accelerated all the ills of the world).
Regulations, according to these authors, should be seen as vital incentives and parameters for both reducing costs and gaining trust.
Forty global banks, and many insurance companies, now demand proper examination of ecological costs as a condition for funding or coverage.
The authors remind me of General Tony Zinni, whose books I have reviewed, in their emphasis on relationships developed over time. They urge a strong focus on relationships NOW, across the board, as a means of building a "trust bank" as well as a deeper understanding. Blocks that used to be labels "not our problem" or "not legally liable" are now labeled "IMPORTANT TO US."
In the middle of the book they explore the digital information advantages that can accrue to those who get out of their closed loops and increase innovation. In one instance, simply adding load to trucks reduced fuel consumption and emissions considerably.
The middle of the book contains 8 detailed "Green to Gold" plays, and I won't spoil it by listing them. A box in this section says "Truth Matters" and I applaud silently.
The authors stress that mind-set, not just a check-book, is required to get this right. Five basic rules are 1) See the forest; 2) Start at the top; 3) No is not an option; 4) Feelings are facts; and 5) Do the right thing, morality DOES pay.
Pages 168-169 are sheer brilliance, and illustrate why the value chain must be completely integrated into the environmental strategy of each element of that value chain and most especially the largest and most powerful of the elements, which must carefully consider and accept responsibility for demanding improvements by the smallest elements.
Eight lessons of partnering, 13 problems and their solutions, and a final chapter of very specific actions that managers can take, conclude the book.
My final note on this book: a pleasure to read, easy to read, so well done I got through it in half the time characteristic of denser or less well designed books. This is first rate stuff!
36 of 36 people found the following review helpful.
The New Green Wave
By Alan Lekan
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).
38 of 39 people found the following review helpful.
not what you think
By A. Thomas
If you want to read this book for ways HOW to transform your company to become green, then I don't think this is the book you should get. Most of the book is about WHY we should go green. And we already know that going green is the way of the future, so I don't need a book to tell me that. Most of the illustrations are about the benefits companies obtained by going green. It does not show how they started or went about getting there, and that was the reason I bought the book, to see if I can find ways for my own company.
See all 54 customer reviews...
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