A Simple Path to Sustainability: Green Business Strategies for Small and Medium-sized Businesses

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Fred Andreas, Elizabeth S. Cooperman, Blair Gifford
ABC-CLIO, 2011 - Business & Economics - 253 pages
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Sustainability has become an important competitive advantage, and small and medium-size businesses are anxious to share the wealth. With new environmental regulations soon to be imposed and lucrative opportunities for becoming part of a new green economy increasing, the time to commit to sustainability is now. How can smaller companies make the leap?

A Simple Path to Sustainability: Green Business Strategies for Small and Medium-Sized Businesses is designed specifically to help smaller enterprises share in the benefits that flow from sustainability. Built around case histories showcasing 12 small to medium-sized enterprises (SMEs) that have outstanding records of sustainability, this unique, hands-on guide will help readers choose and develop sustainability strategies and undertake the marketing and management initiatives necessary for success.

The studies collected here detail each company's journey from initial idea through building a new culture, engaging stakeholders, gaining competitive advantage, and planning for the future. Each study also covers the challenges encountered, successes and failures, and lessons learned. Cases are centered around distinct themes, including a marketing/public relations perspective, a risk management perspective, an organizational culture perspective, and a new product development perspective. Taken as a whole, these stories do more than inform. They will inspire managers to become green entrepreneurs, undertaking sustainable strategies that can reap surprising benefits.
 

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Contents

Sustainability Cases For Small To MediumSized Firms
33
Overall Lessons
211
Glossary
231
Index
241
About the Editors and Contributors
251
Copyright

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About the author (2011)

FRED ANDREAS is a principal architect registered in the state of Colorado and a National Certified Architect, NCARB LEED AP, and assistant professor in the College of Architecture and Planning, University of Colorado, Denver, CO. Mr. Andreas has 30 years experience in ecological, sustainable, and green design throughout the United States.
ELIZABETH S. COOPERMAN is professor of finance in the Business School, University of Colorado, Denver, CO. Cooperman serves as the MBA program director and codirector for the Managing for Sustainability Program for the Business School.
BLAIR GIFFORD is associate professor of health administration and management in the Business School at the University of Colorado, Denver, CO. He also serves as associate director for the Center for Global Health and teaches in the Department of Preventive Medicine, the Clinical Sciences Department, and the Health and Behavioral Sciences Program.
GRAHAM RUSSELL is executive director of Connected Organizations for a Responsible Economy (CORE) in Denver, CO. Born, raised, and educated in the United Kingdom, Russell has spent the last 32 years in the United States, largely in CEO roles in the transportation and environmental service industries. In recent years, he has devoted himself to consulting work, mainly in the recycling and environmental services and clean-tech sectors.

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