Green to Gold

DANIEL C. ESTY is the Hillhouse Professor at Yale University and Director of the Center for Business and the Environment at Yale (www.yale.edu/CBEY). Author or editor of nine books and dozens of articles, Dan is one of the world's leading corporate environmental strategy experts with twenty years of experience working with companies of all sizes and across many industries worldwide. He served as a senior official at the U.S. Environmental Protection Agency in the early 1990s and is presently Chairman of Esty Environmental Partners (www.EstyEP.com). ANDREW S. WINSTON advises some of the world's leading companies on how to profit from environmental thinking. He is also a highly respected and dynamic speaker, exploring the business benefits of going green with audiences around the world. Andrew's earlier career included corporate strategy at Boston Consulting Group and management positions in marketing and business development at Time Warner and MTV. See www.andrewwinston.com for more information.

• Preface to the Paperback Edition x iPreface xviiAcknowledgments xxiIntroduction: The Environmental Lens 1Part One Preparing for a New World1 Eco-Advantage 7Issues and opportunities for business in an environmentally sensitive world2 Natural Drivers of the Green Wave 31Environmental problems and how they shape markets3 Who’s Behind the Green Wave? 65Stakeholders and the power they wieldPart Two Strategies for Building Eco-Advantage4 Managing the Downside 105Green-to-Gold Plays to reduce cost and risk5 Building the Upside 122Green-to-Gold Plays to drive revenues and create intangible valuePart Three What WaveRiders Do6 The Eco-Advantage Mindset 145Looking through an environmental lens7 Eco-Tracking 166Understanding your company’s environmental “footprint”8 Redesigning Your World 195Designing for the environment and “greening” the supply chain9 Inspiring an Eco-Advantage Culture 206Creating an organizational focus on environmental stewardshipPart Four Putting It All Together10 Why Environmental Initiatives Fail 235Pitfalls to avoid on the way to Eco-Advantage11 Taking Action 260Execution for sustained competitive advantage12 Eco-Advantage Strategy 281Key Eco-Advantage plays, tools, and plansAppendix I: Additional Resources 305Appendix II: Methodological Overview 311Appendix III: Frequently Asked Questions 317Notes,* 323Index 353* References are not noted in the text but are shown by page number and key words beginning after the Appendixes.

"An excellent, updated primer that tracks the A to Z of getting a grip on green as a business leader." (CNBC European Business, April 2009)