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Capitalism at the Crossroads: Next Gener... > Building the Sustainable Global Ente...

10. Building the Sustainable Global Enterprise

The chapters that came before charted the course to a more inclusive and sustainable form of commerce. Exhibit 10.1 summarizes the journey that we have taken in this book. As we have seen, greening has been an important first step because it eliminated the myth that a trade-off exists between a firm’s financial and societal performance. Driven by the realization that pollution is waste and dialogue with stakeholders is superior to court battles, greening opened the door for companies to take a proactive stance toward social and environmental issues. Indeed, pollution prevention and product stewardship have succeeded in reducing waste, emissions, and impact, while simultaneously reducing cost, risk, and stakeholder resistance. The incremental gains associated with greening, however, have been clearly inadequate: They only slow the rate of destruction rather than fundamentally changing course.

Exhibit 10.1. The Path to Inclusive Commerce



  

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