绿色经济经营战略概述(英文版)

1、12The Future of Green Business StrategyThe Four Trends Well Explore:1 | Certifiably Green Green standards and certifications will change the competitive landscape of industries and the players within them. 2 | The Greenest LinkIts not just about what you make anymorebut about how (and where) you mak

2、e it. 3 | The Green Seeds of InnovationThe desire to go Green forces companies to reinvent products, services, and business models in ways weve never seen before.4 | Green Goes NicheThe story behind Green goes from mass to niche with highly targeted messages 3Its Not Easy Being GreenContrary to popu

3、lar beliefits not so easy being Green. Organizations, governments, and individual consumers are all struggling to adapt to a world in which the planets health and dwindling natural resources are at the center of a global conversation. The good news is that everyone seems to be trying to be some shad

4、e of Green, and experimentation usually leads to innovation.4Its Not Easy Being Green“Green” is perhaps one of the biggest trends to hit the modern marketplace. Wal-Mart is going Green. Hollywood celebrities are eco-evangelists. The 2008 Olympics set the new gold standard for sustainable events. Rel

5、igious leaders are making the environment a moral issue. Everywhere we turn, were inundated with some message or story relating to Green and the environment.But what does it all mean?5Its Not Easy Being GreenGreen today means so many different things to different people. Marketing and PR departments

6、 have responded to the changing marketplace by giving everything from consumer products to automobiles a green makeover.But at the end of the day, sustainability hasnt become a true business strategy for many organizations.6Its Not Easy Being GreenSome companies, however, are beginning to understand

7、 that Green needs to go well beyond clever advertisements or product labels. The true value behind Green is beginning to reveal itself at this pointwhich means that your company has a tremendous opportunity to shape customers expectations rather than just respond to them. The conversation around the

8、 environment is quickly shifting away from “the quick fix” and toward lasting, sustainable, Green innovation.7The Future of Green Business StrategyThe Four Trends Well Explore:1 | Certifiably Green Green standards and certifications will change the competitive landscape of industries and the players

9、 within them. 2 | The Greenest LinkIts not just about what you make anymorebut about how (and where) you make it. 3 | The Green Seeds of InnovationThe desire to go Green forces companies to reinvent products, services, and business models in ways weve never seen before.4 | Green Goes NicheThe story

10、behind Green goes from mass to niche with highly targeted messages 81 | Certifiably GreenWhen it comes to the wide (and often amorphous) world of Green; metrics, standards, and certifications can help to clear the haze and set minimum expectations.Organizations across industries are increasingly com

11、ing under scrutiny for the practice of “greenwashing” as environmental activist and consumer groups try to decode and validate various environmental claims.The next wave of change will be to embrace certifications, measurable standards and reporting systems, all supported by full disclosures. Compan

12、ies will have a choice to help set the standards or merely respond to them.91 | Certifiably Green: Where We AreToday, many organizations environmental strategies revolve around marketing campaigns and repackaging offerings to tout Green claims. Consumers are generally confused about whats what, as c

13、ompanies toss around the word “Green” with little agreement as to what it really means.Though many certifications exist todaymany environmentalists complain that they are not robust enough to create lasting change. 101 | Certifiably Green: A Case in PointThe U.S. Green Building Councils LEED (Leader

14、ship in Energy and Environmental Design) certification program represents the cream of the crop when it comes to certifications today. The USGBCs members comprise of practitioners along every point of the architectural and construction value chainfrom designers and furniture makers to architects and

15、 raw material suppliers. Each link in the chain contributes their expertise on how to make a building as Green as can be.111 | Certifiably Green: Where Were HeadedGiven the success that certain industries have had with third-party certifications and reporting standards, were likely to see an increas

16、e in their use over the next few years.Organizations across all industries may begin to partner with one another and with non-profit and governmental agencies to establish standards and certifications where they do not exist today. The key success factor for future certifications will be coordinatio

17、ncareful analysis and accountability across all links in an industrys value chain. 121 | Certifiably Green: What Does It Mean For You?1.Is your organization making environmental claims? How is it supporting and reporting these claims? How can you alter your green message so that the story you tell i

18、snt vulnerable to criticism?2.How can you lead the charge in educating your customers about what Green means in your industry? Who can you partner with (NGO, other industry leaders) to ensure youre on the leading edge of Green in your industry?13The Future of Green Business StrategyThe Four Trends W

19、ell Explore:1 | Certifiably Green Green standards and certifications will change the competitive landscape of industries and the players within them. 2 | The Greenest LinkIts not just about what you make anymorebut about how (and where) you make it. 3 | The Green Seeds of InnovationThe desire to go

20、Green forces companies to reinvent products, services, and business models in ways weve never seen before.4 | Green Goes NicheThe story behind Green goes from mass to niche with highly targeted messages 142 | The Greenest LinkGreen is moving from the Marketing Department to the Operations Department

21、 as companies start to analyze and optimize each piece of their value chain with an eye toward sustainability.Being Green isnt just about new labels and materials. Its about minimizing environmental impact across an offerings entire lifecyclefrom development to disposal and beyond.152 | The Greenest

22、 Link: Where We AreLCA (Lifecycle Analysis) and comprehensive value-chain assessments are beginning to gain prominence today as organizations seek to shrink their overall environmental footprints in meaningful ways. Theres both a consumer push and an increasingly strong economic case for doing so. O

23、n the consumer side, we have a general population with unprecedented access to data and information about companies and their operations. Anyone who chooses to do some digging into the environmental practices of a specific company can often create a pretty clear picture of where that company falls o

24、n the Green spectrum. From an economic standpoint, ever-increasing energy and materials costs are pushing companies to streamline their operations, eliminate waste, and reduce energy consumption as much as possible.162 | The Greenest Link: A Look Into the FutureIts the year 2025. As LCA and value-ch

25、ain assessments have grown more robust and detailed over the years, so too has the level of transparency and accountability in the marketplace. The methods by which we measure and track environmental data have become so effective that every individual around the world can measure his or her environm

26、ental footprint. Worldwide, an Eco-Point system has been implemented to help people track, WeightWatchers style, their impact on the environment so that they can budget their consumption habits and behaviors accordingly. Flick on a light-switch? 2 Points. Head into the office for work? 12 Points. Re

27、ad the news online instead of in print? -1 Point. 172 | The Greenest Link: A Look Into the FutureOrganizations are graded on not just their operations, but on the behavior of their employees as well. The Greenest organizations are those whose operations, value chains, products, services, and employe

28、es have the smallest aggregated impact.Certain Green leaders, such as Whole Foods and Toyota, have mandated that employees each spend no more than 1000 Points per week (the amount which has been deemed “sustainable” by the UN s Environmental Committee), both in and outside of work. Employees begin t

29、o list their Eco-Points on their rsums and CVs, and these figures are validated as part of the standard background check performed by HR .182 | The Greenest Link: Where Were HeadedOver the next few years, organizations are going to realize compelling economic reasons for going Green. Some will find

30、that Green means lower-costs in terms of raw materials and energy; others will realize increased profits and demand due to new contracts with other institutions who require Green suppliers and vendors. CSR (Corporate Social Responsibility) reporting will grow increasingly robust and detailed as orga

31、nizations seek to communicate the level of Green theyve accomplished to their customers, partners, and shareholders. 192 | The Greenest Link: What Does It Mean For You?1.What is one link in your organizations value chain that you can, in the short term, make more environmentally responsible?2.What a

32、re the cost-saving opportunities for your organization that also help reduce waste or emissions?20The Future of Green Business StrategyThe Four Trends Well Explore:1 | Certifiably Green Green standards and certifications will change the competitive landscape of industries and the players within them

33、. 2 | The Greenest LinkIts not just about what you make anymorebut about how (and where) you make it. 3 | The Green Seeds of InnovationThe desire to go Green forces companies to reinvent products, services, and business models in ways weve never seen before.4 | Green Goes NicheThe story behind Green

34、 goes from mass to niche with highly targeted messages 213 | The Green Seeds of InnovationInnovative companies are using Green as a platform for creating value around new product concepts, service strategies, and business models that represent disruptive change in the marketplace. For some companies

35、 where innovation once seemed illusive and ambiguous, environmental responsibility has become a goal around which new ideas are brought to life.Its called “Green Hat” thinkingthe type of idea generation and innovation that comes out of a singular focus on reducing ones environmental impact as much a

36、s possible.22Were beginning to see a new sort of industrial revolution today wherein many organizations are spending tremendous resources on trying to reinvent the processes, systems, products, and businesses weve grown comfortable with over the past century. Some companies start smallWhole Foods ba

37、nning plastic shopping bags, for example; while other companies have their sights on much bigger thingssuch as Hondas development of hydrogen-powered-zero-emissions vehicles.3 | The Green Seeds of Innovation: Where We Are23GE: EcomaginationEcomagination is designed to meet demand for more energy eff

38、icient products and drive sustainable growth. It reflects GEs commitment to invest in innovative solutions to environmental challenges, and helps GE develop and deliver valuable, environmentally-focused products while helping protect and grow the bottom line. Ecomagination focuses on the development

39、 of renewable energy sources, water purification initiatives, carbon capture and sequestration systems, and alternative transportation systems.3 | The Green Seeds of Innovation: A Case in Point243 | The Green Seeds of Innovation: A Case in PointGE: EcomaginationIn 2007, GE invested more than $1 bill

40、ion on cleaner technology R&D, moving the company closer to its goal of investing $1.5 billion annually in Ecomagination R&D initiatives by 2010. In 2007, GE achieved approximately 15% growth in Ecomagination revenues over 2006, from $12 billion to $14 billion. Due to the programs overwhelming succe

41、ss over the past few years, GE forecasts it will surpass $20 billion by 2009 and is consequently raising the annual Ecomagination revenue goal to $25 billion by 2010.25While extensions, enhancements, and carbon offsets will play a major role in making Green a little more mainstream, its the disrupti

42、ve end of the eco-innovation spectrum thats most exciting and perhaps the most promising in the long term. Over the next few years, well see organizations use their drive to go Green as a platform for truly disruptive change. Size, experience, and brand name will be less important to success in the

43、marketplace than the magnitude of innovation that some companies attainand breakthroughs will be born across industries, presenting solutions to some of our most seemingly-intractable environmental issues.3 | The Green Seeds of Innovation: Where Were HeadedIncremental: Carbon Offsets, Recycling Prog

44、rams, Product RevisionsThe Eco-Innovation SpectrumDisruptive: New Business Models, New Links in the Value Chain261.If you break your offerings down into their most minute parts, how can you uncover new opportunities to do Green things in fundamentally different ways? 2.The Green marketplace is full

45、of smaller, younger companies that have risen to great success through innovation. How can you ensure your organizations long-term competitiveness in an environment in which young, Green upstarts can compete with larger global organizations?3 | The Green Seeds of Innovation: What Does It Mean for Yo

46、u?27The Future of Green Business StrategyThe Four Trends Well Explore:1 | Certifiably Green Green standards and certifications will change the competitive landscape of industries and the players within them. 2 | The Greenest LinkIts not just about what you make anymorebut about how (and where) you m

47、ake it. 3 | The Green Seeds of InnovationThe desire to go Green forces companies to reinvent products, services, and business models in ways weve never seen before.4 | Green Goes NicheThe story behind Green goes from mass to niche with highly targeted messages 284 | Green Goes NicheThe “Green moveme

48、nt” opens the door to a customer engagement strategy that is deeply connected to their values and identities. Organizations have an opportunity, through Green, to build strong, lasting relationships with their audiences. The issue is that the eco-customer isnt any one person or customer type. Custom

49、ers dont all agree on what Green actually means.Organizations that personalize Green by getting to the heart of their customers motivations, fears, and hopes will emerge as the Green market leaders in the years ahead.29Companies today often take a broad, mass-market approach to Green. By trying to a

50、ppeal to the widest possible audience, many end up diluting their commitments and environmental messages to a point at which messages become unclear and lacking in sincerity.4 | Green Goes Niche: Where We AreOpinions on the environmental movement and intentions for going green vary greatly from one

51、person to another. Some cite personal guilt and personal health, while others succumb to pressure from children or want to take part in the larger cause of saving the planet.30The world of Green branding and communications will become more focused, targeted, and specific in the years ahead.The langu

52、age we use to talk about Green will expand to allow for more direct, focused conversations between organizations and their customers.4 | Green Goes Niche: Where Were HeadedOrganizations are increasingly turning to the Web to better engage their customers and understand the nuances and complexities o

53、f environmentally focused decisions.31Given the success that certain industries have had with third-party certifications and reporting standards, were likely to see an increase in their use over the next few years.Organizations across all industries may begin to partner with one another and with non-profit and governmental agencies to es