Strategies for the Green Economy: Opportunities and Challenges in the New World of Business

McGraw Hill Professional
2
Free sample

Businesses are entering the green marketplace at breakneck speed to keep pace with customer and societal demands to reduce their environmental impacts. But greening one's business is no small feat. While clear opportunities abound in this new economy, business leaders pursuing a green strategy are finding few roadmaps and established rules and plenty of hidden twists and turns.

So, how does a company succeed in a world gone green?

In Strategies for the New Green Economy, Joel Makower, one of the world's foremost green business experts, provides a clear roadmap for this challenging terrain. Makower offers insights and inspiration gleaned from his 20 years' experience helping Fortune 500 companies and start-ups alike formulate strategies that align environmental and business goals. Providing a comprehensive and realistic look at both the opportunities and challenges, Strategies for the New Green Economy shows how leadership companies are finding their way in the green economy, while their competitors struggle.

Strategies for the Green Economy systematically tackles the central issues of greening your business:

  • What does it take to be seen as an environmental leader?
  • What are the standards, implicit or explicit, that you must meet to be green?
  • How do you communicate what your business is doing right--and what it's doing wrong?
  • How can you overcome consumer, media, and activist distrust?
  • How can your company be heard amid the “green noise” in the marketplace?
  • What are the new opportunities emerging for companies in the green economy?

Including groundbreaking data about customers' attitudes and behaviors regarding green products and services, Strategies for the Green Economy will lead you through the thicket of finicky customers, confusing research reports, and public cynicism regarding green marketing claims--and place you on solid footing in the growing green economy.

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About the author

Joel Makower is chairman and executive editor of Greener World Media, producer of acclaimed B-to- B sites GreenBiz.com, ClimateBiz.com, and GreenerBuildings.com. Cara Pike is a top social change marketer and the founding director of the Social Capital Project.
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Additional Information

Publisher
McGraw Hill Professional
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Published on
Oct 5, 2008
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Pages
256
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ISBN
9780071641852
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Language
English
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Genres
Business & Economics / Management
Business & Economics / Training
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Content Protection
This content is DRM protected.
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Mark Mykleby
The New Grand Strategy tells the story of a plan, born within the Pentagon, to recapture America’s greatness at home and abroad by elevating sustainability as our new strategic imperative. It aligns our enduring national interests of prosperity and security with a new framework that addresses pressing economic, social, and environmental issues at home, tapping into a trillion-dollar market demand for walkable communities, regenerative agriculture and resource productivity. It is an inspiring vision of what’s possible when Americans hold a collective view of the future and come together to bring it to reality.

This is no idealistic pipe dream or wonky policy prescription. The story that unfolds in this book weaves together hard-nosed economic analysis, a clear-eyed study of demographic and societal shifts, the realities of climate change and resource scarcity, a risk-based assessment of America’s challenges and opportunities, and on-the-ground reporting of how much this is already unfolding throughout the country. By rediscovering the power and discipline of grand strategy—and taking responsibility for our future—America can reimagine the American dream and once again take on “the cause of all mankind.”

Released during one of America’s most divisive presidential election campaigns, The New Grand Strategy avoids the partisan rhetoric dividing our nation today. Instead of placing blame, it offers a clear, pragmatic plan that can unite Americans and launch a new era of prosperity and security.

Peter M. Senge
Completely Updated and Revised

This revised edition of Peter Senge’s bestselling classic, The Fifth Discipline, is based on fifteen years of experience in putting the book’s ideas into practice. As Senge makes clear, in the long run the only sustainable competitive advantage is your organization’s ability to learn faster than the competition. The leadership stories in the book demonstrate the many ways that the core ideas in The Fifth Discipline, many of which seemed radical when first published in 1990, have become deeply integrated into people’s ways of seeing the world and their managerial practices.

In The Fifth Discipline, Senge describes how companies can rid themselves of the learning “disabilities” that threaten their productivity and success by adopting the strategies of learning organizations—ones in which new and expansive patterns of thinking are nurtured, collective aspiration is set free, and people are continually learning how to create results they truly desire.

The updated and revised Currency edition of this business classic contains over one hundred pages of new material based on interviews with dozens of practitioners at companies like BP, Unilever, Intel, Ford, HP, Saudi Aramco, and organizations like Roca, Oxfam, and The World Bank. It features a new Foreword about the success Peter Senge has achieved with learning organizations since the book’s inception, as well as new chapters on Impetus (getting started), Strategies, Leaders’ New Work, Systems Citizens, and Frontiers for the Future.

Mastering the disciplines Senge outlines in the book will:

• Reignite the spark of genuine learning driven by people focused on what truly matters to them
• Bridge teamwork into macro-creativity
• Free you of confining assumptions and mindsets
• Teach you to see the forest and the trees
• End the struggle between work and personal time


From the Trade Paperback edition.
Mark Mykleby
The New Grand Strategy tells the story of a plan, born within the Pentagon, to recapture America’s greatness at home and abroad by elevating sustainability as our new strategic imperative. It aligns our enduring national interests of prosperity and security with a new framework that addresses pressing economic, social, and environmental issues at home, tapping into a trillion-dollar market demand for walkable communities, regenerative agriculture and resource productivity. It is an inspiring vision of what’s possible when Americans hold a collective view of the future and come together to bring it to reality.

This is no idealistic pipe dream or wonky policy prescription. The story that unfolds in this book weaves together hard-nosed economic analysis, a clear-eyed study of demographic and societal shifts, the realities of climate change and resource scarcity, a risk-based assessment of America’s challenges and opportunities, and on-the-ground reporting of how much this is already unfolding throughout the country. By rediscovering the power and discipline of grand strategy—and taking responsibility for our future—America can reimagine the American dream and once again take on “the cause of all mankind.”

Released during one of America’s most divisive presidential election campaigns, The New Grand Strategy avoids the partisan rhetoric dividing our nation today. Instead of placing blame, it offers a clear, pragmatic plan that can unite Americans and launch a new era of prosperity and security.

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