Businesses are entering the green marketplace at breakneck speed to keep pace
with customer and societal demands to reduce their environmental impacts. But greening
one's business is no small feat. While clear opportunities abound in this new economy,
business leaders pursuing a green strategy are finding few roadmaps and established rules
and plenty of hidden twists and turns.
So, how does a company succeed in a world gone green?
In Strategies for the New Green Economy, Joel Makower, one of the world's foremost
green business experts, provides a clear roadmap for this challenging terrain. Makower
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 New Green Economy shows how leadership companies are
finding their way in the green economy, while their competitors struggle.
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?
Including groundbreaking data about customers' attitudes and behaviors regarding green
products and services, Strategies for the Green Economy will lead you through the thicket
of finicky customers, confusing research reports, and public cynicism regarding green
marketing claims--and place you on solid footing in the growing green economy.
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.
Table of Contents
Introduction
Part 1: What Does It Mean to Be Green?
Part 2: How Good Is Good Enough?
Part 3: From Here to Sustainability
Part 4: Save the Buyosphere!
Appendix: Where to Learn More
312 pages, Hardcover