Strategies For The Green Economy: Opportunities And Challenges In The New World Of Business Hardcover English by Joel Makower - 10/1/2008

Joel Makower

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.

9780071600309

English

McGraw-Hill Education - Europe

10/1/2008

312

Joel Makower is Executive Editor of GreenBiz (R) 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.

Cara Pike

This game-changing book is filled with compelling real world examples, including from inside Intuit. Jobs Theory has had --and will continue to have ---a profound influence on Intuit's approach to innovation. It just might change yours, too. -- Scott Cook, Co-founder & Chairman of Intuit Clayton Christensen's books on innovation are mandatory reading at Netflix. -- Reed Hastings, Co-founder and CEO of Netflix Competing Against Luck offers fresh thinking on how to get innovation right. Clayton Christensen and his coauthors offer a compelling take on how to truly understand customers by the progress they're seeking to make in their lives. Bravo! -- Muhtar Kent, CEO of The Coca-Cola Company Clay Christensen and his co-authors have presented critical business thinkers and doers with a breakthrough theory that will change how leaders approach innovation by reverse engineering from a high value and focused customer job to be done. I have read it cover to cover--and will ask my top team to do the same. -- Ron Frank, IBM [Competing Against Luck] will likely become part of the thoughtful founder's strategy arsenal. True to its unpretentious name, jobs theory is disarmingly simple... "What job is our customer trying to accomplish?" stands as one of those great business questions that companies deploy to stimulate creative juices at the start of meetings. But Competing Against Luck doesn't just introduce a tool, it also lays out a program. -- Inc. Magazine The Theory of Jobs to Be Done has the essential trait of any good management theory: Once explained, it seems glaringly obvious. -- Philip Delves Broughton, Wall Street Journal In an age of big data and hyper segmentation, Christensen's thinking is refreshing and clarifying. This book will relieve you of tired marketing conversations and invite you into worlds of new and ultimately, defining possibilities. Competing Against Luck is a must read for anyone working on developing or sustaining a distinctive brand. -- Maureen Chiquet, former CEO of Chanel and author of forthcoming Beyond the Label As a long-time fan of Clay Christensen, I was eager to read Competing Against Luck -- and it didn't disappoint. This book has the potential to change the way you view innovation. Engaging and well-written, Christensen and his co-authors caused me to stop and really think about how Khan Academy is growing. I highly recommend it. -- Sal Khan, Founder & CEO, Khan Academy Competing Against Luck is an excellent primer on the both the theory, and on the applications of this theory to many areas of business. A fun and quick read - and a set of ideas that will be useful when you negotiate with vendors or plan your next program. -- Inside Higher Education