E-Book Overview
The request on managers to base eco-investments on solid grounds has never been so vital. They need to know what they should do first, and why. Should they focus on generating carbon credits via eco-efficiencies? Enhance corporate reputation by joining Green Clubs? Subscribe to eco-label programs? Explore emerging cleantech markets? Within the overwhelming possibilities, many spend precious resources without sound criteria. By analyzing the rationales for sustainability strategies, this book addresses a timely question for managers, academics and MBAs: “when does it pay to be green?” Based on solid theoretical foundations and empirical research, it clarifies the elements involved in the formation and evaluation of sustainability strategies in firms, helping managers to prioritize eco-investments and transform them into sources of competitive advantage and new market spaces.Sustainability Strategies delves particularly deep into the troublesome global auto industry. By identifying the roots of economic and environmental problems of the sector, the book shows how to develop Sustainable Value Innovation: the creation of differential value for customers and contribution to society at both, reduced costs and environmental impacts.
E-Book Content
SUSTAINABILITY STRATEGIES When Does It Pay to Be Green?
Renato J. Orsato
“I have been working and publishing on the topic of sustainability since the 1960s and it is always a pleasant surprise to learn something new. Orsato’s book is such a surprise. It not only provides a well-grounded analysis of the rationale for more sustainable business models, but also provides fascinating stories about people and firms that have made the attempt, some successfully, some not.” —Robert Ayres, Emeritus Professor, INSEAD “It is refreshing to find a book with an academic foundation that is easy to read and provides practical management insight. This is particularly significant when dealing with sustainability; a topic that frequently generates more heat than light. Dr Orsato, in Sustainability Strategies, recognises the competitive marketplace, and applies rational business decision models to meet the challenge of translating sustainability into successful business strategy. Using his detailed studies of businesses from around the globe he explores the successes and failures of firms embarking along green paths. Insightful questions are posed allowing managers to get to the heart of environmental strategy and competitive advantage, avoiding the pitfalls of seduction by feel-good factors.” —Richard Christie, General Manager, Strategic Development, Ravensdown Fertiliser Co-op, New Zealand “In the long term, all businesses must live in harmony with their environments, but how to do so has long been the subject of anecdotal feel-good stories rather than real analysis. This book provides useful models, strategies and examples for charting a sustainable course into the future.” —Frans Cornelis, Managing Director, Group Marketing & Communications, Randstad Holding, Holland “Does it pay to invest in IT? Yes, but only if one combines the investment with upgrading people and organizational capabilities and if one links the investment to innovation. Does it pay to be green? Yes, but again, only if this investment is linked to upgrading capabilities and to innovative business models. That is what this long overdue book shows through a set of convincing case examples put in the framework of value innovation. Being green pays and this book tells the reader how to go about making green investments profitable.” —Luk Van Wassenhove, Henry Ford Professor of Manufacturing, and Academic Director of the INSEAD Social Innovation Centre
“We now know that we cannot interpret history without a better understanding of ecology. We truly do impact on a resourceconstrained world and face major issues. This very wo