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We wish we could say that finding Eco-Advantage will be easy. But like excellence in any form, you have to work for it. We know this runs contrary to the message in many of the books and articles about “green business." Ever since a few leaders like 3M demonstrated the .Payoffs of eco-efficiency, going green has been portrayed as a sure thing. Unfortunately, not every environmental effort produces win-win results. Developing innovative products, bringing them to market successfully, keeping customers happy, and other elements of business success are difficult enough. Adding an environment...
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Companies find many ways to talk about how they handle environmental and social issues. Some focus on "triple bottom line" performance or sustainability. Others frame their work in terms of corporate social responsibility, stewardship, citizenship, or environment, health, and safety. Any of these approaches can serve to galvanize action and create Eco-Advantage. The key lies in execution—including environment and social issues in business operations. But each company needs to find the language and organizational structures that work within its own culture. At the operational level, managi...
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We studies dozens of companies during our four years of research. A few have not evolved in their thinking since the 1970s. They are still grousing about legislation and complying with it grudgingly. Others have begun to see the business opportunities in going "beyond compliance." A few have embarked on bold new initiatives to provide solutions to the world's environmental ills—like GE's plan to sell renewable energy, efficient power generation, water purification, and much more. The  companies who "get" the interface between environmentalism and business—the ones that are on their way...
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What about small business.  Can they sit this one out? In a world, no. Here are six reasons why: Laws that once applied only to big business are encroaching on smaller enterprises. Even bakeries and gas stations must now comply with clean air regulations. Small companies often have an edge in innovation. Of the more than $1, 00 billion in R&D money that each year is plowed into the i tin tech" marketplace, the bulk goes to new, smaller ventures win historically have produced more breakthrough products and services. Going after the consumption choices of individuals remains difficu...
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For some enterprises, a new green perspective will be trans-formative, leading to fresh thinking, new markets, profitability gains, and increased value. For others, the environmental lens may emerge more gradually and modestly, as another critical element of corporate strategy. With time, these companies may find long-term, sustained advantage, but not dramatic immediate gains, front being green. For the big, heavy industries, the gains are closer to being assured. But smaller and "cleaner" companies will find surprising benefits as well. In today's world, no company, big or small, operatin...

What about small business.  Can they sit this one out? In a world, no. Here are six reasons why:

  1. Laws that once applied only to big business are encroaching on smaller clean airenterprises. Even bakeries and gas stations must now comply with clean air regulations.
  2. Small companies often have an edge in innovation. Of the more than $1, 00 billion in R&D money that each year is plowed into the i tin tech” marketplace, the bulk goes to new, smaller ventures win historically have produced more breakthrough products and services.
  3. Going after the consumption choices of individuals remains difficult politically, but advocacy groups have no problem demanding that small businesses curb their impacts. So while personal cars may not come under NGO attack, the emissions from taxi fleets or delivery services make a relatively attractive target.
  4. The Formation Age is reducing the costs of pursuing smaller-scale actors. New sensors, information systems, and communications technologies make tracking pollution and monitoring regulatory compliance cheaper every day. Even tiny enterprises now find it hard to fly under the radar.
  5. Large customers are putting pressure on small-business suppliers to comply with environmental standards. One little New York- based software developer we know found itself answering tough questions posed by a Tokyo-based telecom company with an aggressive auditing program for its supply chain. To stay on the list of preferred suppliers, the company had to implement an Environmental Management System—much more than a company its size would normally do.
  6. Small companies can he more nimble than their larger competitors. pressreEntrepreneurial businesses can move quickly to take advantage of changing circumstances or meet niche demands. Q Collection, a “sustainable” home furnishings company, produces couches, tables, and chairs without toxic dyes and with wood sourced entirely from sustainably managed forests. The furniture is priced at the high end of the market, but the company has found a customer base of interior designers who want the natural option. And Hawaii based Kona Blue has launched an environmentally friendly fish farm to meet the growing demand for fish raised free of hormones and antibiotics.
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