Companies on a Mission: Entrepreneurial Strategies for - download pdf or read online

By Michael Russo

"Let your social and environmental sense of right and wrong be your guide" could be a profitable and sturdy method for an organization. this is often the 1st booklet to give an explanation for how following a imaginative and prescient for the earth and for society could be a strong path to gains for small and medium sized companies.

Companies on a Mission explains that mission-driven businesses savor and leverage conventional strategic principles—with a twist—to win available on the market. through essentially and pragmatically laying out this argument, writer Michael V. Russo crystallizes for enlightened companies what Michael Porter made transparent for mainstream agencies years in the past. The e-book indicates mission-driven procedure creates major limitations to imitation by means of greater, validated opponents. Mission-driven businesses construct their manufacturers on authenticity. in basic terms you're you. And, authenticity builds patron loyalty. Later within the ebook, Russo strikes past the enterprise point to examine those businesses in context. He reveals, for example, that simply as particular industries frequently improve in geographic clusters, mission-driven businesses additionally mixture. yet, they positioned down roots the place different companies are pursuing complementary objectives. Portland and the Bay region are such hotbeds. this enables for cooperation, rather than breeding stiff competition.

The upward push to prominence of mission-driven businesses like Patagonia, 7th iteration, Kettle meals, and Calvert crew is surely the results of strong traits in buyer markets, together with the increase of unsleeping consumerism, the transparency move, and fallout from worldwide pageant. such a lot books that deal with social and environmental concerns are concerned with huge firms, crafted as autobiographies via CEOs, or written as ethical calls to motion with no regard for the base line. Companies on a Mission either chronicles a move and offers grounded counsel to marketers and executives who desire to subscribe to the wave. For those readers, this e-book is a different bible.

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Extra info for Companies on a Mission: Entrepreneurial Strategies for Growing Sustainably, Responsibly, and Profitably

Example text

Total direct and indirect greenhouse gas emissions by weight. Although considerable guidance is provided on how to calculate these factors, some judgment is generally necessary. And although some companies use consultants to help them prepare reports, the data are self-provided. Just as financial reporting revolutionized corporate governance when it was introduced in the 1930s, the rapid spread of nonfinancial reporting is well 24 soci a l mov em e n ts m eet t h e m a r k et pl ace on its way to having a similar effect.

61 But there’s more going on than simply reducing consumption. All the drivers that I have identified lead to the search for what might be called responsible purchasing. In many cases, a solution has been to simply consume less. When a product isn’t demanded, production decreases, as do the social and environmental footprints that accompany production. )62 But for much of our consumption, from dish soap to retirement investments to the occasional granola bar, nonconsumption isn’t viable. And so the need for various goods, coupled with the drive for responsible purchasing, opens up a sizable market opportunity for mission-driven firms.

In the early 1990s, he was also busy forging links to the nascent social investing community, engaging in weighty discussions about the fundamentals of sustainability. Then, while running the Laird Norton Company, parent of one of the country’s largest building materials retailers, Lanoga, he was approached by Ecohaus owner Matt Freeman-Gleason. It took years of t ur ning distinc ti v eness in to m a r k et accep ta nce 33 persuasion, but in June 2000 Taylor signed on as CEO. S. Green Building Council, and awakening consumer demand.

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