Green to Gold: How Smart Companies Use Environmental Strategy to...

Features

• Cover Type: Hard Cover with 384 pages
• Published by: Yale University Press
• Edition: 1st Edition October 9, 2006
• Written in: English
• ISBN 10 Number: 0300119976
• ISBN 13 Number: 978-0300119978
• Book Dimensions: 9.3 x 6.3 x 1.3 inches
• Weighs: 1.6 pounds

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 terrible 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.

Product Review
Tensie Whelan : "Green to Gold is a must-read for the twenty-first century CEO. Esty and Winston provide convincing examples of how companies out-compete their peers by tackling sustainability head on, engaging stakeholders, developing NGO partnerships, and folding environmental stewardship into their corporate culture."—Tensie Whelan, Executive Director, Rainforest Alliance




Bertrand Collomb : "Every business, big or small, in manufacturing or services, faces environmental risks and opportunities. Esty and Winston show how companies have benefited from taking these challenges as strategic opportunities, but they also detail why corporate environmental initiatives often fall flat. There are important lessons to be learned from both the successes and the failures."—Bertrand Collomb, Chairman, Lafarge




Chad Holliday : "No executive can afford to ignore the green wave sweeping the business world. Esty and Winston show how to make sustainability a core element of strategy—and profit from it."—Chad Holliday, CEO, DuPont



Larry Linden : "Environment and sustainability issues have become an important focus in business generally and in the financial world in particular. Green to Gold is rich with both big-picture thinking and practical ''how-to'' suggestions that will help bankers, analysts, fund managers, and investors stay on top of the ''green wave.''"—Larry Linden, Advisory Director, Goldman Sachs



William K. Reilly : "Esty and Winston have produced a compelling blueprint for how companies can address critical environmental problems, from climate change to water, and improve their performance, gain competitive advantage, make more money, and win friends."—William K. Reilly, Founding Partner, Aqua International Partners and former Administrator, US Environmental Protection Agency



Michael Morris : "The future of our country and our children''s world depends on getting society on a sustainable track with regard to both energy requirements and environmental requirements.  It is up to corporate leaders to meet this challenge, and Green to Gold blazes a trail for businesses of all kinds to follow."—Michael Morris, CEO, American Electric Power


Mark McGough : "Green to Gold is a must read for anyone interested in investing in the vast emerging environmental markets."—Mark McGough, President and CEO, Pentadyne Power Corporation


Michael E. Porter : "Green to Gold provides the definitive thinking on how business leaders can address environmental issues in the new economy, a world where companies win by integrating company strategies with social challenges, rather than treating economic and social as separate and different."—Michael E. Porter, Professor, Harvard Business School


Reader Reviews
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 ten 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! Comments (9) | | (Report this)