Two Yale professors Daniel C. Esty and Andrew S. Winston describe how sustainability can create competitive advantage in their book “Green to Gold.” The authors gave green strategies and tactics in a balanced manner, which is neither too abstract nor too detailed. Their presentation is not pushing only one side, as well. Various ways on how sustainable products and strategies can go wrong were enumerated in the book although some of the ideas and principles tend to be strongly suggested.
Esty and Winston deserve kudos for successfully gathering practicable suggestions and strategies on ecological sustainably and succinctly putting them all together in one book. Another commendable feature of the book was that the authors were able to present scientific facts in a clear manner free of jargons. This allows for a more influential impact on every business leader who has the desire to allow their actions to speak louder than their words.
More and more companies are being coerced to be in line with the green campaign to maintain the ecology. In “Green to Gold,” Esty and Winston proved that being green does not require to much effort and it boosts business profits instead of compromising it.
On page 8 of the book, Esty and Winston question what was going on. They are referring to the reasons why the biggest, toughest, most profit-seeking companies in the world today are talking about the environment. The authors went on to say that these biggest, toughest, most profit-seeking companies in the world today have no choice but to say something and do something to the environment.
There are real and growing forces coming to bear on companies due to a new array of the environmentally driven issues that industry groups inevitably encounter, according to the authors. They expect that as usual, like any revolution, this new Green Wave shows an unprecedented challenge to business.
The natural world has limitations that could constrain business operations and realign markets and are likely to pose risks to welfare of the planet. Moreover, companies are confronted by a growing spectrum of stakeholders who are concerned about the environment. These are the two interlocking sources of pressure behind the Green Wave, according to the book.