Green to Gold : How Smart Companies Use Environmental Strategy to Innovative, Create Value and Build Competitive Advantage

Contents: Acknowledgements. Preface. Special introduction. Introduction: the environmental lens.  I. Preparing for a new world: 1. Eco-advantage. 2. Natural drivers of the green wave. 3. Who\'s behind the green wave? II. Strategies for building eco-advantage: 4. Managing the downside. 5. Building the upside. III. What WaveRiders Do: 6. The eco-advantage mindset. 7. Eco-tracking. 8. Redesigning your world. 9. Inspiring an eco-advantage culture. IV. Putting it all together: 10. Why environmental initiatives fail. 11. Taking action. 12. Eco-advantage strategy. Appendices: i. Additional resources. ii. Methodological overview. iii. Most relevant tools for each green-to-gold play. Notes. Index.

"Green to Gold explores what every executive must know to manage the environmental challenges facing society and business. Based on the authors\' years of experience and hundreds of interviews with corporate leaders around the world, Green to Gold shows how companies generate lasting value--cutting costs, reducing risk, increasing revenues, and creating strong brands--by building environmental thinking into their business strategies. Esty and Winston provide clear how-to-advice and concrete examples from companies like BP, Toyota, IKEA, GE, and Nike that are achieving both environmental and business success. The authors show how these cutting-edge companies are gaining \'eco-advantage\' in the marketplace, as traditional elements of competitive differentiation fade in importance."