The return to business-as-usual after the economic earthquake that
rocked financial markets, wrecked banks and brought to light the
grotesque distortions of casino capitalism on people and planet
must be resisted. A new form of capitalism is both necessary and
possible as some forward-thinking political, business and civil
society leaders have now recognised. This book is about the myriad
problems that we face and the systemic changes that are necessary
for all enterprises in whatever sector and however constituted to
operate within sustainable limits, to lower their ecological
footprint, to enhance social equity, and to develop a sense of
futurity. Waddock and McIntosh argue that enterprise, innovation
and creativity, like conversation, caring and sharing, are part of
what it means to be human. They argue that we need to redefine our
relationship with commerce to reconcile our relationship with the
Earth. The authors see the seeds of economic change in new and
fundamentally different forms - in entrepreneurship, networks,
governance, transparency and accountability - already being planted
and beginning to grow. To nurture these developments, they believe
that we need to learn to "see" in new ways to begin to recognise
their worth and to create a sufficiently broad, coherent and
integrated social movement for change that can overcome the
momentum of the current system. Incremental change - CSR, for
example - will not be enough. Deep change is needed in the
purposing, goals and practice of business enterprise. Deep change
is needed in the ways that we, as humans, relate to nature and
natural systems under severe stress from resource overuse and
depletion, a quadrupled population during the 20th century, and
human impact on climate. And deep change is needed in the ways in
which we relate to each other, use our time and build our
communities. This book documents some of the changes that are
already in progress and provides optimism that a sustainable
enterprise economy geared to innovation, creativity,
problem-solving, entrepreneurialism and enthusiasm for life can
produce wealth, preserve the natural environment and nurture social
capital.
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