Sustainable Business: A One Planet Approach

What is a 'one planet' approach to sustainable business? Why is it important? What are businesses doing to achieve sustainability? What do business leaders need to learn? Sustainable Business: A One Planet Approach is a textbook for contemporary business. Recognizing the realities of global sustainability challenges, this book covers the knowledge, frameworks and techniques that will underpin emerging solutions to those challenges. Published in association with WWF (The World Wide Fund for Nature) Sustainable Business is an ideal basis for students at both undergraduate and postgraduate level looking to master an understanding of the relationship between sustainability and business. Edited by three influential figures from sustainable business education, and co-authored by several leading academics, this book offers a wealth of insight and interpretation into new ways of doing business that have a positive impact on people, planet and prosperity. In addition to the many case studies and real-life examples included throughout the book, lecturer slides and recommended web links can be accessed at www.wiley.com. Sustainable Business also includes a foreword by Yolanda Kakabadse, President of WWF. The Editors are co-founders of the One Planet MBA at Exeter University, UK and Directors of OPEN for Business (One Planet Education Network).

Table of Contents:
Foreword xiii Preface xv About the Authors xxiii 1 Challenging 1 Sally Jeanrenaud & Jean-Paul Jeanrenaud 1.0 Stories about the Future 2 2.0 Planet 7 3.0 People 18 4.0 Profit 28 5.0 Power 35 6.0 Conclusion: The Case for Change 42 References 46 2 Changing 53 Sally Jeanrenaud & Jean-Paul Jeanrenaud 2.0 Changing from the Outside‐In and the Inside‐Out 53 2.1 Business 54 2.2 Economy 56 2.3 Self 57 2.4 Transformations 59 2.5 Conclusion: Metamorphosis 81 References 83 3 Leading 87 Jonathan Gosling & Prasad Kaipa Introduction 87 3.0 Sustainability and Leadership 89 3.1 What is Leadership? 90 3.2 Some Nagging Questions about Leadership 100 3.3 Bringing it All Home: How to Conduct Yourself in Leadership 111 Summary 115 References 116 4 Valuing 119 Catherine Cameron Introduction 120 4.0 The Limits to GDP and GNP as Measures of Value 122 4.1 The Range of Alternative Measures and Current Practice 130 4.2 Rethinking Growth 143 Summary 146 References 147 5 Collaborating 149 Ward Crawford Introduction 150 5.0 Images of Working Together 150 5.1 Choosing Collaboration 157 5.2 The Theory and Practice of Collaboration 162 5.3 Managing Collaborative (Dis)Agreement 169 Summary 174 References 175 6 Strategizing 177 Nadya Zhexembayeva & Judith Jordan Introduction 177 6.0 Oil, Water, and a Touch of Hurricane Katrina: The New Business Reality 178 6.1 Searching for a Disappeared Resource? Check your landfill 181 6.2 The Strategic Challenge of Sustainability: Stakeholders are calling 182 6.3 Strategic Responses: What Strategies Have Businesses Adopted? What More Can They Do? 190 Summary 201 References 201 7 Organizing 205 Morgen Witzel Introduction 205 7.0 Organizations and Sustainability 206 7.1 Motivating People 208 7.2 Organizational Culture 215 7.3 Requisite Knowledge 218 7.4 The Employer Brand 220 Summary 221 References 223 8 Investing 225 Rory Sullivan Introduction 225 8.0 Mechanics of Influence: How do Investors Influence Companies? 227 8.1 What is Responsible Investment? 228 8.2 So What Can Responsible Investment Deliver? 235 8.3 Conclusion 240 Summary 240 References 241 9 Innovating 243 John Bessant & Palie Smart Introduction 243 9.0 Innovation Strategy 245 9.1 How Can We Innovate? Innovation as a Management Process 255 Summary 261 References 262 10 Operating 265 Mickey Howard, Fu Jia & Zhaohui Wu Introduction 265 10.0 Transition to the Triple Bottom Line 266 10.1 Industrial Ecology and Closing the Loop 268 10.2 Sustainability Standards, Certification and Measures 271 10.3 Stakeholder Management 278 Summary 291 References 292 11 Marketing 293 Ken Peattie and Frank-Martin Belz Introduction 294 From 20th to 21st Century Marketing 295 11.0 Sustainability and Marketing: An Evolving Relationship 296 11.1 Sustainability Marketing: Marketing for the 21st Century 298 11.2 From Products to Customer Solutions 305 11.3 From Price to Consumer Cost 307 11.4 From Place to Convenience 309 11.5 From Promotion to Communication 311 11.6 Sustainability Marketing as a Transformational Force 314 11.7 Conclusion 315 Summary 317 References 318 12 Accounting 319 Stephen Jollands Introduction 319 12.0 Accounting and Sustainability 320 12.1 Financial Accounting 326 12.2 Management Accounting 335 12.3 Conclusion: Addressing the meta- and sub-questions 341 Summary 343 References 344 13 Entrepreneurship 347 Tony Cooke Introduction 347 13.0 The ‘Cult’ of Entrepreneurship? 348 13.1 A Brief History of Entrepreneurship Theory 350 13.2 Towards One Planet Entrepreneurship 357 Summary 377 References 378 14 Transitioning 381 Thomas Dyllick & Katrin Muff Introduction 381 14.0 Sustainable Business and Sustainable Development: The Big Disconnect 382 14.1 Understanding Our Global Sustainability Challenges 385 14.2 Different Approaches to Framing Business Sustainability 387 14.3 Introducing a Typology for Business Sustainability 391 14.4 Managing Business Sustainability: Organizational Characteristics 400 14.5 Conclusion 401 Summary 404 References 405 15 Conclusion 409 Sally Jeanrenaud, Jean-Paul Jeanrenaud & Jonathan Gosling 15.0 The Challenges: The One Planet Predicament 409 15.1 Sustainable Business: A One Planet Approach 411 15.2 Change for Good 414 15.3 Transforming Business Management Education 416 References 419 Index 421

About the Author :
Dr Sally Jeanrenaud is a Senior Research Fellow at the Business School, University of Exeter, and teaches in a number of business schools. Sally has 20 years’ experience in international sustainable development, including high-level policy at inter-governmental levels with research, management and field experience in Asia, Africa and Western Europe. Mr Jean-Paul Jeanrenaud is a Senior Advisor to WWF, former Director of One Planet Leaders, WWF International, responsible for Business Innovation and Education Programmes. Prior to that he was Director of Corporate Relations for WWF International, played a central role in establishing the Forest Stewardship Certification, and founded WWF’s applied sustainability programme for senior executives. Professor Jonathan Gosling is Emeritus Professor of Leadership at the University of Exeter and Visiting Professor in the Philosophy of Management at Renmin University of China. He runs leadership development programmes for companies, NGOs and Governments around the world; and publishes research on how managers are tackling contemporary business realities.