Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet

April 6, 2010 by  
Filed under Insights

Guerilla Marketing - cover graphicsAuthors: Jay Conrad Levinson and Shel Horowitz

ISBN: 978-0-470-40951-0

Paperback; 236 pages

Published in Jan 2010 by John Wiley & Sons, Inc.

Recommended Retail Price: S$38.47 incl. GST

Available at all major bookstores

Book Review

Guerrilla Marketing Goes Green is a practical book on marketing strategies for companies that wish to be green and ethical. The authors emphasise that success in business is based on ethics, social and environmental responsibility, providing value to others, and people-centered marketing.

The book discusses the new marketing mindset, which includes:

  • The effectiveness of marketing messages depends on relevance and quality (and not only on frequency)
  • Think in terms of abundance (the pie is infinite and helping others is helping yourself)
  • Build alliances with competitors, customers, suppliers, non-profits, and businesses in different markets
  • Be the early movers in green marketing and make the message believable and genuine (avoid greenwashing)

The authors also offer some hands-on marketing tools using a range of traditional and social media (including social media press releases and social networking), developing creative partnerships with retailers, and being a writer and speaker.

Co-opportunity: Join Up for a Sustainable, Resilient, Prosperous World

March 23, 2010 by  
Filed under Insights

Co-opportunity book coverAuthor: John Grant

ISBN: 978-0-470-68436-8

Hardcover; 350 pages

Published in March 2010 by John Wiley & Sons, Inc.

Recommended Retail Price: US$27.95 / S$49.17 including GST

Available at all major bookstores

Book Review

John Grant, the award winning author of The Green Marketing Manifesto, is back with his latest book called Co-opportunity, which explores “what co-operative solutions to sustainability challenges could look like.” He explains that the possibility to “co-operate may lead to a better human society”.

The book tackles five key sustainability challenges, introduces co-operative solutions through case examples in practice, and suggests tactics for application:

1. Creating a climate for change: Engaging the public to recognise the problems and take action together

… ideas about new forms of social organisation and campaigning, beyond passive media audiences.

2. Relocating the dreams: Going beyond consumerism and exploring a better future

… ideas about creating desire for brands, campaigns, movements that heal the world.

3. Making organisations accountable (and hence responsible for wellbeing): Being more transparent and taking responsibility

… ideas about new kinds of eco-label, social change campaigns or consumer co-operatives to create change through what they buy.

4. Economic resilience: Rethinking economic growth and switching to co-operative economic systems

… ideas for anything from restoring trust in banking, to a community scheme to support renewable energy.

5. Abundance rather than ‘lean and mean’: Shifting from productivity to wellbeing return on resources

… new ways of organising for service or supply systems – or equally use it to think differently about the design of the organisations themselves.

The Sustainable MBA: The Manager’s Guide to Green Business

February 9, 2010 by  
Filed under Insights

the sustainable mba - cover graphicsAuthor: Giselle Weybrecht

ISBN: 978-0-470-74114-6

Hardcover; 416 pages

Published in November 2009 by John Wiley & Sons, Inc.

Recommended Retail Price: US$34.95 / S$62.01

Available at all major bookstores

Book Review

The Sustainable MBA is for managers and business leaders who wish to learn and apply sustainable practices in their business. The author introduces green trends, explains various aspects of greening businesses, and shares a wide range of concepts, tools and guidelines.

The book is organized like a typical MBA programme with the coverage of core topics such as:

  • Accounting
  • Economics
  • Entrepreneurship
  • Ethics and corporate governance
  • Finance
  • Marketing
  • Operations
  • Organizational behaviour
  • Strategy

This is a comprehensive book that would give you a good overview of sustainability practices and tips on how to green your business.

Good to Green: Managing Business Risks and Opportunities in the Age of Environmental Awareness

July 13, 2009 by  
Filed under Insights

good-to-green-cover-graphicsAuthor: John-David Phyper and Paul MacLean

ISBN: 978-0-470-15942-2

Hardcover: 464 pages

Published by John Wiley & Sons, Inc.

Recommended Retail Price: SGD 52.38 (including GST)

Available at all major bookstores

Book Review

Good to Green provides an in-depth analysis and guide for companies that wish to change and become a sustainable company. The authors provide comprehensive knowledge, trends and cases studies on sustainability based on their years of experience, and they managed to cover the various topics hot on the green agenda.

Some topics covered include:

In developing a green strategic plan, the authors emphasized the need for leadership and ongoing planning. The senior management must believe in fundamental change in how the company conducts business, and monitor the results of the strategic plan continuously. A green plan is not a one-time event nor is it about “cosmetic environmentalism”.

The company’s environmental management system should also be embedded into the general management systems and business software solutions, and not become isolated from other aspects of the business.

On eco design, companies should adopt a motto of “zero waste” to reduce costs and improve the environment. Companies also need to avoid toxic chemicals and manage the supply chain to reduce environmental risks.

For green marketing, the authors recommend that the product should be aligned with company values, and the focus should be making green normal. Companies should communicate their values through real action and not just talk about it.

Conversations with Green Gurus: The Collective Wisdom of Environmental Movers and Shakers

June 29, 2009 by  
Filed under Insights

conversation-cover-graphicsAuthor: Laura Mazur and Louella Miles

ISBN: 978-0-470-71431-7

Hardcover: 326 pages

Published by John Wiley & Sons, Inc.

Recommended Retail Price: SGD 70.57 (including GST)

Available at all major bookstores

Book Review

Conversations with Green Gurus introduces various environmental pioneers from different sectors, including business, government, academics and non-governmental organisations:

  • Ray Anderson (Founder of Interface, Inc)
  • James Cameron (Founder, Executive Director and Vice-Chairman of Climate Change Capital)
  • Paul Dickinson (CEO of the Carbon Disclosure Project)
  • John Elkington (Founding Partner and Director of Volans)
  • John Grant (Author of The Green Marketing Manifesto)
  • Denis Hayes (President and CEO of The Bullitt Foundation)
  • Gary Hirshberg (President and CE-Yo of Stonyfield Farm)
  • Tony Juniper (Former Executive Director of Friends of the Earth, England, Wales and Northern Ireland)
  • Professor Sir David King (Former Chief Scientific Adviser to the UK Government)
  • Amory B. Lovins (Chairman and Chief Scientist of the Rocky Mountain Institute)
  • Professor Wangari Maathai (Founder of the Green Belt Movement and Nobel Peace Prize Winner)
  • Ricardo Navarro (Founder and Director of the Salvadoran Centre for Appropriate Technology)
  • Dr Vandana Shiva (Physicist, Environmental Activist and Author)
  • Jeffrey Swartz (President and CEO of Timberland)
  • Sir Crispin Tickell (Diplomat, Academic and Environmentalist)

These leaders share insights on their professional and personal lives, and their current views on sustainability. The book gives a concise overview of how these green gurus started their green journey, and their wish to see a more sustainable world.

Here’s some thoughts from the gurus:

Well, it’s easiest to start with the first principle of natural capitalism: radical resource efficiency. Just look for muda, that wonderful Japanese word that means waste, purposeless and futility. Look for any measurable input that produces no customer value, and set a goal of reducing it to zero. – Amory B. Lovins

So sustainability really can and should be at the core of what companies are now planning, in terms of, for example, where markets will go and what will be some of the future risk factors. At that fundamental level sustainability, for a company, is about being able to continue in business. – Tony Juniper

The beautiful thing about business is that it doesn’t have any ideology except to make money. If you can demonstrate that you make more money by saving the world, then businesses will save the world really quickly. And so all we have to do is wake up the consumer to stop putting money into their own endangerment. And that shouldn’t be very difficult. – Paul Dickinson

I think the biggest problem, which I must admit I’m still dealing with, is the fact that very many people do not see the environment as something that is integral to our daily lives. It tends to be seen as an outside issue, often associated with scientists and academics, but in fact it is very, very central to our lives. The air we breathe, the water we drink, the food we eat – all these things that we cannot live without. – Professor Wangari Maathai

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