search query: @indexterm GREEN REVOLUTION / total: 18
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| Author: | Walley, N. Whitehead, B. |
| Title: | It's not easy being green |
| Journal: | Harvard Business Review
1994 : VOL. 72:3, p. 46-52 |
| Index terms: | GREEN REVOLUTION ENVIRONMENT ENVIRONMENTAL PROTECTION ECOLOGY ENVIRONMENTAL ECONOMICS |
| Language: | eng |
| Abstract: | For years, the goals of business and the environment seemed hopelessly irreconcilable. According to common wisdom, what helped one would almost certainly harm the other. Yet nearly a decade of "green" initiatives in the world's corporations has given rise to a more optimistic mind-set, which promises the ultimate reconciliation of environmental and economic concerns. In this new world, both business and the environment can win. Being green is no longer a cost of doing business; it is a catalyst for constant innovation, new market opportunity, and wealth creation. But the new rhetoric, promising being green will result in increased efficiency and profitability, may be equally damaging for business. The authors tell you why. |
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