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Embedded Sustainability : The Next Big Competitive Advantage

ISBN: 9780804775540 | 0804775540
Format: Hardcover
Publisher: Stanford Univ Pr
Pub. Date: 4/13/2011

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We are in the midst of a sea change. Corporate social responsibility may have been seen as a feather in a corporation's cap in years past. But, today, ecological and social pressures require a business response--one that existing strategy frameworks fail to adequately address. In Embedded Sustainability, authors Chris Laszlo and Nadya Zhexembayeva explain and predict how companies can better leverage global challenges for enduring profit and sustained growth. This text introduces the marquis concept of embedded sustainability: the incorporation of environmental, health, and social value into the product life cycle with no trade-off in price or quality--no social or green premium. Restructuring the way that we strategize to account for this concept is vital in today's marketplace. When Clorox introduced its new line of Green Works cleaners or Toyota developed its Hybrid Synergy Drive train, for instance, those firms pursued new and profitable market segments, hastening the market shift underway. The more mainstream "green" becomes, the more it sets the standards for all businesses. Thus, embedded sustainability is now a requisite for every sector of the economy - whether managers realize it or not. This book helps readers to comprehend and begin to implement the notion of embedded sustainability. At its best, embedded sustainability is invisible, similar to quality. In addition to churning out conscious products for consumers at large, it is capable of hugely motivating employees. Most of all, it enables smart companies to create even more value for their investors, while excelling in the marketplace and meeting customers' demands and personal standards.

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