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Product details
File Size: 1076 KB
Print Length: 313 pages
Simultaneous Device Usage: Up to 4 simultaneous devices, per publisher limits
Publisher: McGraw-Hill Education; 1 edition (September 13, 2008)
Publication Date: October 5, 2008
Sold by: Amazon Digital Services LLC
Language: English
ASIN: B001G27ELO
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Amazon Best Sellers Rank:
#664,455 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
With more than a dozen previous books, including "The Green Consumer", already on corporate and small-business bookshelves, Joel Makower has become a master green business analyst. This book draws on his knowledge and analytical skills, with market research assist from Cara Pike, and his talent for clear writing to provide business executives a set of insights they need in planning green strategies.Makower came onto the scene at about the same time that business was being shocked into dealing with stratospheric ozone damage from CFC emissions, and he has come to know the movers and shakers from all the communities engaged in greening over the years. This book looks forward, to show why corporate greening will endure (even if media's attention wanes), citing climate change as a major spur. He notes a parallel shift: the environmental movement morphing into the climate movement and business coping with carbon constraint linked to climate change.Problems for greening companies include a lack of standards by which to judge "how good is good enough", leaving the bar free to drift higher; an escalating investor intensity for companies to acknowledge, reduce and report on environmental risks (which I would connect with corporate governance influenced by climate change activism); and the erosion of "sustainability" as a green leadership characteristic.As he has done in his Greenbiz.com commentaries, Makower makes business choices easy to grasp. On energy use and climate change, he makes it simple: reduce the amount of energy used, buy more renewable-source energy, and remedy climate impact of even the renewables by moves such as carbon offsets.Business opportunity -- starting with GE's "green is green" -- and communications are focused through the perspectives of context, relevance and good, plain talk. Easy to read, well organized, with nearly 40 short chapters, this is Makower's best book yet for corporate C-suite green strategists.
Still relevant six years after publication although an updated version would make it better for today (2014). Good read.
A good overview for businesses which want to change strategy. Good material for managers to bring their staff up to date.
Is it really worth reading a book this old on a fast-changing subject like green business success strategy? In this case, the answer is yes. Most of what has changed only strengthens Makower’s arguments. I identified two major areas where the world is quite different now—but far more where his points are still spot-on. Note: I asked Joel if he agreed with my analysis, and his response follows my review.What Has ChangedPerhaps the biggest change is that he found some of the greenest companies reluctant to talk about their green accomplishments, with many of them worrying so much about being accused of greenwashing (or about being tarred with the brush of bad quality that plagued some early green products) that they were unwilling to claim credit (and gain the resultant marketing advantages). These days, almost every major company is trumpeting its green achievements in its marketing, and often on its packaging too.The second-biggest shift is in the economics of energy. Even with plummeting fossil fuel prices, clean renewable energy is increasingly cost-competitive with fossil fuels. Some new wind and solar projects are coming in at 4 cents a kilowatt—unheard of when Makower was researching his book. At that time, enterprise-scale or urban-scale green energy was still largely considered unproven in the corporate worldWhat’s Still (or Even More) Valid (partial list that could be much longer)* A shift away from pollution control to avoiding pollution in the first place (pp. 9-12)* The increasing adoption of biomimicry—one of the most exciting design philosophies to come down the road in decades (I’ll be reviewing an entire book on biomimicry a few months from now)* Certification labels and definitions of green standards are still a jumbled confused mess, people think they know more about the environment than they do, and “green hopes far outweigh green habits†(p. 37)—all of which hold back progress* The idea that small behavioral (and consciousness) changes can reap big dividends (p. 63)* The perception that municipal solid waste (household garbage) is our biggest waste problem, even though industrial trash accounts for a far larger portion (p. 112)* Similarly, many of the largest energy wasters (counting a product’s entire lifecycle) are surprising or hidden: for example, chilling sodas, heating water for laundry (pp. 117-119); changing the shape of its noodle enabled Hamburger Helper to save 900,000 pounds of paperboard per year (p. 141)* We have to market differently to different market sectors (something I stress in my own writing and speaking); for instance, many green products are sold successfully to people who don’t particularly care about the environment but care a lot about health or product longevity/quality* Just the act of a major retailer requesting a self-audit from its suppliers can create change (p. 147)* Companies can often work together far more effectively than separately to green their operations—pooling everything from leather tanning for athletic shoes (p. 197) to information* Enormous progress continues to be made on some fronts, such as the astounding 75 percent drop in energy use per dollar of gross domestic product between 1950 and 2008—but with the growth of the economy during that period, carbon and pollution dropped almost imperceptibly (p 208)Makower also has some timeless advice about the greater meaning of business: maintain your passion and activism, refuse to betray your values for economic gain. In other words, don’t lose your soul in the name of sales. He also has lots of cool tools to either demonstrate our progress or help make a case for better business practices, such as the CRED formula (pp. 180-188) and 10 reasons why green business is here to stay (pp. 236-239).Even employees pretty far down the food chain can have enormous impact; it was apparel buyer Carol Rose who got then-Walmart CEO Lee Scott interested in selling enviro-friendly products when she bought and rapidly sold 190,000 organic cotton yoga outfits (p. 139). While activists will still find fault with its labor practices, supply policies, and store siting, the company has gone on to be a leader in many green business fronts, selling more organic food than Whole Foods and getting many of its suppliers to redo their product packaging along sustainable lines.Joel Makower Responds:“I will push back a little on your contention that companies are now talking vociferously (my word, not yours) about their green achievements. I can assure you that this is still very much an arena where the overwhelming majority of companies are walking way more than they’re talking. It’s a sore spot among nearly all the Chief Sustainability Officers I know at big companies. They can’t get their Comms departments to let them talk about what they’re doing. So, it really hasn’t changed all that much.â€
Offering most valuable insights how to ride the green wave and still make a profit, this book is one of the better guides on how to become green while still being competitive. During the last few years it emerged that going green (apparently) is the right thing to do. There are a few brilliant books that describe WHY it is the right thing to do. Some books even write about HOW to go green (which I think is a lot harder then answering the why question). Strategies for the Green Economy does both and provides the reader with advice how to enter the green market right and simultaneously keep in mind customer demands to reduce environmental impacts.During the last few years green business practices were hyped. As this entire business area is still relatively new, some authors jumped to conclusions without undertaking profound research first. Reading this book you will notice that Makower's doesn't make this mistake. Quite the opposite is the case. The experience he has in his field really makes the difference. The way Makower critically analyzes the complexities of greening a business makes this book worth reading for everyone who doesn't trust all the other books out there, promising everything under the sun. Apart from the fact that this book comes with a number of case studies and examples, it is authentic. Someone, who is really keen to turn his own organization green and doesn't believe in green-washing, should have this book on his shelf.- Frank Roettgers, author of Going Green Together - How to Align Employees with Green Strategies
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