Winning in the Green Frenzy
Authors: Gregory Unruh, Richard Ettenson
Source:Harvard Business Review November 2010 page110-116
這篇文章要討論的重點議題
How should companies confront the green frenzy?
Like a feeding frenzy in the wild, the green frenzy is a toothand-claw competition among a growing pack of stakeholders.
有關於所謂綠色、環保與企業社會責任,似乎是近年來的一股風潮
(蛋塔熱?)
而對於綠色、環保與企業社會責任的定義和標準,客戶、供應商、乃至於不同國家與產業等利害相關者都有不同標準與期待。
姑且不論這股風潮對於企業而言是威脅(競爭進入障礙被殿高)或機會(商機)
而站在企業經營的角度,則為如何利用這股風潮、借力使力搶佔事半功倍的致高點。
作者的建議與看法如下:
Our recommendation: Leverage opportunities to position your company as an influential—or, better, dominant—force in the green-standards battle.
Don't your competitors control what "sustainable" means in your industry.