Acknowledgments, ix Preface, xiii Introduction: The Environmental Lens, 1 Part One. Preparing for a New World 1 Eco-Advantage, 7 Issues and opportunities for business in an environmentally sensitive world 2 Natural Drivers of the Green Wave, 30 Environmental problems and how they shape markets 3 Who's Behind the Green Wave? 65 Stakeholders and the power they wield Part Two. Strategies for Building Eco-Advantage 4 Managing the Downside, 105 Green-to-Gold Plays to reduce cost and risk 5 Building the Upside, 122 Green-to-Gold Plays to drive revenues and create intangible value Part Three. What WaveRiders Do 6 The Eco-Advantage Mindset, 145 Looking through an environmental lens 7 Eco-Tracking, 166 Understanding your company's environmental footprint 8 Redesigning Your World, 195 Designing for the environment and greening the supply chain 9 Inspiring an Eco-Advantage Culture, 206 Creating an organizational focus on environmental stewardship Part Four. Putting It All Together 10 Why Environmental Initiatives Fail, 237 Pitfalls to avoid on the way to Eco-Advantage 11 Taking Action, 262 Execution for sustained competitive advantage 12 Eco-Advantage Strategy, 283 Key Eco-Advantage plays, tools, and plans Appendix i: Additional Resources, 307 Appendix 2: Methodological Overview, 311 Appendix 3: Most Relevant Tools for Each Green-to-Gold Play, 317 Notes,* 321 Index, 349 * References are not noted in the text but are shown by page number and key words beginning after the appendices.