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Strategies for the Green Economy: Opportunities and Challenges in the New World of Business

Strategies for the Green Economy: Opportunities and Challenges in the New World of Business
Author: Joel Makower
ISBN 13: 9780071600309
ISBN 10: 71600302
Edition: 1
Publisher: McGraw-Hill
Publication Date: 2008-10-01
Format: Hardcover
Pages: 312
List Price: $30.00

Strategies for the Green Economy joins big-picture perspective with ground-level practicalities in ways that will challenge and inspire even the most skeptical executive.”
Lorraine Bolsinger, vice president of Ecomagination, General Electric

“Long before 'green' was in vogue, Joel Makower shared our understanding of the importance of sustainability in business. His knowledge of the complexities and the dynamics, especially as they relate to the bottom line, yield the insight that many companies have come to rely on.”
Ursula M. Burns, president of Xerox Corporation

“Joel Makower provides a roadmap—a clear and compelling vision of what's possible when companies harness environmental thinking to create value for their shareholders, employees, customers, and communities.”
Gary Hirshberg, chairman and president of Stonyfield Farm

“The greening of business is not a fad—it's a fundamental change in how commerce is conducted given the new energy and climate realities. Joel Makower charts the course for this new era, showing how leadership companies large and small are harnessing innovation to transform the challenges into opportunities.”
Fred Krupp, president of the Environmental Defense Fund and author of Earth: The Sequel, The Race to Reinvent Energy and Stop Global Warming

"In Strategies for the Green Economy, Joel Makower challenges business leaders to understand what lies behind the desire for green products. With 20 years exploring environmental perceptions and advances, there are few more qualified than Joel to

drive the green debate.”

Fisk Johnson, chairman and CEO of SC Johnson

Joel Makower is Executive Editor of GreenBiz.com® 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.

Susan Hurst - Library Journal

With climate change, skyrocketing energy costs, and a bad economy on everyone's minds, these two books offer different takes on these circumstances and consequently quite different solutions. While in The Green Collar Economy, Jones (founder & president, Green for All) addresses ongoing issues of social inequality as well as the environment and arrives at large-scale solutions aimed at both, Makower (executive editor, GreenBiz.com) in Strategies for the Green Economy focuses more on improving the "greenness" of individual corporations. By examining case studies of companies' green initiatives and their effects on marketing and consumers, he demonstrates how going green can be a win-win for both the bottom line and the environment.

In looking at the bigger picture, Jones provides ideas for rebuilding infrastructure and creating alternative energy sources, which would have the double bonus of boosting the economy through increased employment and higher wages while decreasing our dependence on fossil fuels. With a blurb by Al Gore and a foreword by Robert F. Kennedy Jr., this is a much more forward-thinking and far-reaching work that considers concrete ways to improve our current situation, rather than offering only rhetoric. Action items and a resource list at the end of the book provide ways for individuals to get involved immediately.

Makower's is a more typical "business" book, looking at specific companies and their approaches to environmentalism. It focuses on corporate success and how to use the environment as a marketing tool rather than on strategies to save the country and the planet. While both books are highly readable and very timely, the bigpicture presented in The Green Collar Economy seems more optimistic and useful than the marketing techniques outlined in Strategies. The Green Collar Economy is recommended for all libraries, while Strategies is recommended more specifically for business collections.