Freeman (Business/Univ. of Virginia), Pierce (Medicine/Univ. of
Nebraska), and business consultant Dodd argue that US business must
not content itself with meeting environmental standards mandated by
the state: it must instead assume a leadership role in the struggle
for conservation.Progressive environmental practices are more than
just a question of ethics, suggest the authorsthey make for
long-term profits. By melding business needs with environmental
concerns and a principled stance, companies tap into employees
innovative capacities: they thus have something at stake (namely,
the world their children will live in) other than employer profits,
and will be motivated to exceed standards. Such a business neednt
espouse deep ecology (though it could do that, too, as Patagonia
has): it could assume a green image as it meets the markets demands
for better and cheaper products, or it could mirror the
environmental preferences of its stakeholders. It might simply
trumpet it abroad that it meets government standardsthere are many
shades of green, after all. How to get started? Probably not with
the painfully superficial outline of contemporary environmental
thought that Freeman, Pierce, and Dodd rather unhelpfully provide.
Their strong suit is a clear ethical framework (read: we are
responsible for our actions and our actions have environmental
effects), yet their defense of capitalisms decency and promise
rings hollow: If firm A invents a product or improves a product
firm B depends on, firm B is not destroyed; rather, it creates yet
another innovation. This has an unsatisfying sound. Ultimately, we
are told, taking action to ensure a future for our children is up
to each of us as individuals. Without individual commitment and
concern, societal institutions will always provide too little, too
late. In a sense this puts us back to square one.Can American
business assume a green mantle? Yes, assure Freeman, Pierce, and
Dodd. Will they? Not until enough individuals demand it. (Kirkus
Reviews)
This is a book on business ethics and the environment. The authors argue that there is no conflict between a firm's strategic objectives - including growth of revenue and profits - and a concern about the environmental effects of doing business.
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