What Executives Don’t Get About Sustainability (and Further Notes on the Profit Motive) Harvard Case Solution & Analysis

Maybe the biggest challenge, though, is how to build the "business case" for investing in a sustainability-related job -even when you believe that the project addresses an important chance. What do executives need to know about sustainability as a business proposal? Interviewee Amory Lovins, the co founder of Rocky Mountain Institute, co author of Natural Capitalism -Creating the Next Industrial Revolution and receiver of a MacArthur Foundation "genius grant," claims that executives labor under several pernicious misunderstandings about how sustainability affects business -the worst being that sustainability efforts need to cost a company, when in fact, says Lovins, they nearly always increase profits.

What Executives Don't Get About Sustainability (and Further Notes on the Profit Motive) Case Study Solution

How does one begin to develop a persuasive business case for undertaking sustainability-related initiatives? Chart your flows and prices of materials and energy, says Lovins; you will discover economic "leaks" that can be predetermined, with direct bottom-line benefits. He also point out frequent side benefits of sustainability-related attempts: gains in initiation, allure and labour productivity as a cooperation partner. Those gains, he claims, will exceed the direct ones.

PUBLICATION DATE: October 01, 2009 PRODUCT #: SMR329-HCB-ENG

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