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

Preface to the Paperback Edition x i

Preface xvii

Acknowledgments xxi

Introduction: The Environmental Lens 1

Part One Preparing for a New World

1 Eco-Advantage 7
Issues and opportunities for business in an environmentally sensitive world

2 Natural Drivers of the Green Wave 31
Environmental problems and how they shape markets

3 Who’s Behind the Green Wave? 65
Stakeholders and the power they wield

Part Two Strategies for Building Eco-Advantage

4 Managing the Downside 105
Green-to-Gold Plays to reduce cost and risk

5 Building the Upside 122
Green-to-Gold Plays to drive revenues and create intangible value

Part Three What WaveRiders Do

6 The Eco-Advantage Mindset 145
Looking through an environmental lens

7 Eco-Tracking 166
Understanding your company’s environmental “footprint”

8 Redesigning Your World 195
Designing for the environment and “greening” the supply chain

9 Inspiring an Eco-Advantage Culture 206
Creating an organizational focus on environmental stewardship

Part Four Putting It All Together

10 Why Environmental Initiatives Fail 235
Pitfalls to avoid on the way to Eco-Advantage

11 Taking Action 260
Execution for sustained competitive advantage

12 Eco-Advantage Strategy 281
Key Eco-Advantage plays, tools, and plans

Appendix I: Additional Resources 305

Appendix II: Methodological Overview 311

Appendix III: Frequently Asked Questions 317

Notes,* 323

Index 353

* References are not noted in the text but are shown by page number and key words beginning after the Appendixes.