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

Esty, Daniel C. and Andrew S. Winston

Yale University Press
New Haven, CT
2006

From the book jacket:

This book explores what every executive must know to manage the environmental challenges facing business and society. Based on the authors’ years of experience and hundreds of interviews with corporate leaders around the world, Green to Gold shows how companies generate lasting value--cutting costs, reducing risk, driving new revenues, and creating strong brands--by building environmental thinking into their core business strategies.

Daniel C. Esty and Andrew S. Winston provide clear how-to advice and concrete examples from companies like BP, Toyota, IKEA, Nike, and GE that are achieving both environmental and business success. The authors show how these cutting-edge companies are establishing an “Eco-Advantage” in the marketplace as traditional elements of competitive differentiation fade in importance. Esty and Winston not only highlight successful strategies but also make plain what does not work, spelling out why environmental initiatives sometimes fail despite the best intentions.