Synopses & Reviews
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.
The “guru of green business practices” (AP) provides a blueprint for creating green strategies in the new business landscapeWritten by one of today's most sought-after green business strategist, Strategies for the Green Economy provides a comprehensive roadmap for navigating and thriving in the new green economy. Drawing upon 20 years of experience working with industry giants around the globe on going green, Joel Makower goes beyond recent bestsellers such as Green to Gold, to not merely extol the competitive advantages of going green, but to show why businesses must create, implement, and communicate highly successful green strategies-and how to do it.
“Strategies for the Green Economy
joins big-picture perspective with ground-level practicalities in ways that will challenge and inspire even the most skeptical executive.”
--Lorraine Bolsinger, vice president of Ecomagination, General Electric
“Long before 'green' was in vogue, Joel Makower shared our understanding of the importance of sustainability in business. His knowledge of the complexities and the dynamics, especially as they relate to the bottom line, yield the insight that many companies have come to rely on.”
--Ursula M. Burns, president of Xerox Corporation
“Joel Makower provides a roadmap--a clear and compelling vision of what's possible when companies harness environmental thinking to create value for their shareholders, employees, customers, and communities.”
--Gary Hirshberg, chairman and president of Stonyfield Farm
“The greening of business is not a fad--it's a fundamental change in how commerce is conducted given the new energy and climate realities. Joel Makower charts the course for this new era, showing how leadership companies large and small are harnessing innovation to transform the challenges into opportunities.”
--Fred Krupp, president of the Environmental Defense Fund and author of Earth: The Sequel, The Race to Reinvent Energy and Stop Global Warming
"In Strategies for the Green Economy, Joel Makower challenges business leaders to understand what lies behind the desire for green products. With 20 years exploring environmental perceptions and advances, there are few more qualified than Joel todrive the green debate.”
Fisk Johnson, chairman and CEO of SC Johnson
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.
Table of Contents
Part 1: What Does It Mean to Be Green?
Part 2: How Good Is Good Enough?
Part 3: From Here to Sustainability
Part 4: Save the Buyosphere!
Appendix: Where to Learn More