Written by Joel Makower
Release date: December 1, 2008 | ISBN-10: 0071600302 | ISBN-13: 978-0071600309 | Edition: 1
Business leaders searching for a green strategy encounter few roadmaps and established rules and plenty of hidden twists and turns. Strategies for the New Green Economy describes how companies can succeed in the green marketplace, keeping pace with customer and societal demands to reduce their environmental impact.
In this book, Joel Makower provides clear guidance for this challenge. He 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 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?
From the Back Cover
“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 to drive the green debate.”
—Fisk Johnson, chairman and CEO of SC Johnson
About the Author
Joel Makower is Executive Editor of GreenBiz.com® and other websites, research, and events produced by Greener World Media, Inc., of which he is cofounder and chairman. He has 20 years' experience advising companies on green strategy and marketing and is author of more than a dozen books, including The Green Consumer and The E-Factor: The Bottom-Line Approach to Environmentally Responsible Business.
Hardcover: 312 pages
Publisher: McGraw-Hill; 1 edition (December 1, 2008)
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