Green to Gold: How Smart Companies Use Environmental Strategy to Innovate, Create Value, and Build Competitive Advantage
by Daniel C. Esty and Andrew S. Winston (2009)
Written by an environmental lawyer (Etsy) and a business strategist and consultant (Winston), this book describes the need and process by which companies are incorporating sustainability and environmental considerations towards achieving growth, profitability, and competitive advantage.
The authors offer a number of supporting business cases, anecdotes, and insights as to how the application of an environmentally conscious business strategy can benefit a corporation as well as the environment. Sustainability is profitable! The sustainability mindset is a proven means of reducing waste, increasing productivity, attracting employees and investors, jumping ahead of compliance regulation, and improving the perceived image of your organization. Rather than a burden, it can be a source of innovation and motivation. The possibilities are endless!
Like other strategic thinkers (see Michael Porter), they advocate finding opportunity in the existing challenges, and environmental concerns are certainly prevalent enough to warrant better management and awareness. Those that genuinely respond to interests of environmental sustainability can, and do, generate value for their organizations and take the lead within their respective industries.
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