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| Author: | Elkington, J. |
| Title: | Corporate Strategy in the Chrysalis Economy |
| Journal: | Corporate Environmental Strategy
2002 : VOL. 9:1, p. 5-12 |
| Index terms: | CORPORATE STRATEGY STRATEGY CAPITAL |
| Language: | eng |
| Abstract: | Ours is a Caterpillar Economy, often destructive of natural, social and other forms of capital. The paper surveys four types of business model or value web. Two are degenerative, operating in a world of "decreasing returns" (the Corporate Locust and the Corporate Caterpillar), and two are regenerative, actually or potentially co-creating a world of "increasing returns" (the Corporate Butterfly and the Corporate Honeybee). Happily, things are not totally gloomy in the degenerative domain: many Corporate Caterpillars have the potential for transformation, as do at least some Corporate Locusts. The strategies appropriate to these two different domains, and four types of wealth creation, are diverse. A key question in each case is how the process of transformation to more sustainable forms of wealth creation can be triggered, steered and valued. |
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