Green To Gold
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Transcript of Green To Gold
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GREEN TO GOLD: HOW SMART COMPANIES USE
ENVIRONMENTAL STRATEGY TO INNOVATE, CREATE VALUE, AND BUILD COMPETITIVE
ADVANTAGE
Daniel C. Esty Hillhouse Professor of Environmental Law & Policy Yale University
National University of SingaporeMarch 2009
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WHAT IS THE STORY BEHIND THE STORY?
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THREE “REVOLUTIONS” IN ENVIRONMENTAL PROTECTION
• Public interest rising– Especially on climate change– Water and air pollution– Toxic exposures – food safety
• Change in corporate attitudes– core to strategy– upside opportunity
• Shift in regulatory approach– innovation as key to progress– private sector as engine of technology development– “command and control” → market mechanisms– Information Age environmental protection
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• Global economic crisis• New American president• Intertwined challenges of energy,
environment, security, and economy– climate change– trade liberalization
• Rising awareness of interdependence
SPECIAL POLITICAL MOMENT
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Book cover
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WHY IS ENVIRONMENT NOW A KEY ELEMENT OF BUSINESS STRATEGY
Natural world drivers
Green-oriented stakeholders
Evolving regulation
+++
Energy Prices
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ENERGY PRICES
• Oil prices double the level of three years ago
• New energy efficiency logic
• Conservation/use calculations of the past now must be redone
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EVOLVING REGULATION
• Carbon controls– EU “cap and trade” system– Changing U.S. political landscape– Emerging interest in China
• Food safety
• Chemical regulation (REACH)
• Waste and recycling rules
• Extended producer responsibility© YALE CENTER for ENVIRONMENTAL LAW & POLICY
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NATURAL WORLD DRIVERSClimate change Energy Water Quality & Quantity Biodiversity & Land Use Chemicals,Toxics,Metals
Air Pollution Waste Management Ozone Layer Depletion Oceans & Fisheries Deforestation
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10Source: Esty & Winston, Green to Gold (2006)
Regulators
NGOsBanks
MediaShareholders
Insurers
B2B Buyers
Competitors
Suppliers
Acquirers
“The Future” (Kids)
Communities
Consumers
Rule-makers & Watchdogs
Consumers &Community
Investors &Risk Assessors
CEO Peers
Employees Industry Assoc.
“Plaintiff’s Bar”
Company
Players in traditional economic and business analysis
Politicians
Business Partners
& Competitors
STAKEHOLDER ‘WHEEL’
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CHANGE CREATES OPPORTUNITY
Venture Capital invested in Cleantech in North America ($US m)
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$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
2001 2002 2003 2004 2005 2006 2007 2008
Source: Cleantech Group (www.cleantech.com)
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MAINSTREAMING OF GREEN BUSINESS
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NEED TO BE STRATEGIC
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ELEMENTS OF AN ECO-ADVANTAGE STRATEGY
• Issue spotting– AUDIO analysis
• Stakeholder mapping– Stakeholder engagement evaluation matrix
• Eco-Advantage “plays”– Manage downsides – Develop upside opportunities
• Environmental management “best practices”
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BOTTOM LINE1. Environmental concerns are here to stay
2. Society’s approach to environmental protection is evolving:
- Information Age tools and opportunities
- move towards market mechanisms
- private sector as the engine of innovation
3. Corporate environmental strategy offers an opportunity for competitive advantage
4. It’s not easy being green© YALE CENTER for ENVIRONMENTAL LAW & POLICY
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www.yale.edu/envirocenter
www.yale.edu/cbey
www.EstyEP.com
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