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

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Yale University Press, 2006 - Business & Economics - 366 pages
21 Reviews
The essential guide for forward-thinking business leaders who see the Green Wave coming and want to profit from it
This book 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. Daniel C. Esty and Andrew S. 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 establishing an “eco-advantage” in the marketplace as traditional elements of competitive differentiation fade in importance. Esty and Winston not only highlight successful strategies but also make plain what does not work by describing why environmental initiatives sometimes fail despite the best intentions.
Green to Gold is written for executives at every level and for businesses of all kinds and sizes. Esty and Winston guide leaders through a complex new world of resource shortfalls, regulatory restrictions, and growing pressure from customers and other stakeholders to strive for sustainability. With a sharp focus on execution, Esty and Winston offer a thoughtful, pragmatic, and inspiring road map that companies can use to cope with environmental pressures and responsibilities while sparking innovation that will drive long-term growth. Green to Gold is the new template for global CEOs who want to be good stewards of the Earth while simultaneously building the bottom line. 
  

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

User Review  - Esther - Goodreads

This is a practical book which looks at how - and why - various global companies have integrated environmental sustainability into their businesses. The book operates at a fairly shallow level and ... Read full review

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

User Review  - Brian - Goodreads

Good book for the environmentally conscious business man and a must read if you want to gain the eco-advantage over your competitors. This is a business / environmental strategies book. As business ... Read full review

Contents

EcoAdvantage
7
Natural Drivers of the Green Wave
30
Whos Behind the Green Wave?
65
Strategies for Building EcoAdvantage
101
Managing the Downside
105
Building the Upside
122
What WaveRiders Do
143
The EcoAdvantage Mindset
145
Putting It All Together
235
Why Environmental Initiatives Fail
237
Taking Action
262
EcoAdvantage Strategy
283
Additional Resources
307
Methodological Overview
311
Most Relevant Tools for Each Greento Gold Play
317
Notes
321

EcoTracking
166
Redesigning Your World
195
Inspiring an EcoAdvantage Culture
206

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About the author (2006)

Daniel C. Esty is Hillhouse Professor of Environmental Law and Policy at Yale University with appointments in the Environmental and Law Schools. He is also a former top official with the U.S. Environmental Protection Agency and has advised companies across the world on corporate environmental strategy. He lives in New Haven, CT. Andrew S. Winston is director of the Corporate Environmental Strategy Project at Yale’s Environment School. He has advised companies on corporate strategy while at Boston Consulting Group and has held management positions in strategy and marketing at such leading media companies as Time Warner and Viacom. He lives in New York City.

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