First of all: this book is characterized by a scientific writing style and is not one of these "green story telling books". It is a book, which provides practical advice based on scientific research, following a certain methodology. If you are looking for light entertainment, you might want to keep looking. However, if you are willing to accept this, you will profit from this book.
What mainly surprised me, was the practical focus and the guidance it provides to business owners, managers and employees on how to implement green strategies. Knowing from the book description that this book is a dissertation, I expected it to be dry and theoretical. However, this assumption was premature. This book is actually filled with practical advice for businesses how to go green authentically and how to get employees aboard a green strategy to become green from within. In five well structured chapters Roettgers describes how to create the right company culture to build a green framework in an organization that serves as foundation for gaining a sustainable competitive advantage.
Chapter one is pretty much just a quick introduction into the topic. Short and crisp an overview is given what `going green' means and what the purpose of this book is: `supporting professionals to manage environmental challenges by successfully implementing green strategies with skill to build more profitable and longer lasting businesses as well as a healthier and more livable planet'. No waffle and straight to the point!
In chapter two Roettgers points out the most common challenges during strategy implementation such as performance paradoxes and knowing-doing gaps. He says that employees play a key role during strategy implementation and that a successful green strategy implementation would only work if the majority of employees back the strategy. He offers tips and techniques how to make sure that employee strategic alignment can be reached and what the limitations to this alignment are.
Chapter three is a bit of a double-edged sword. In this chapter Roettgers outlines how he came to his conclusions and describes the scientific tools he used. I think that this chapter makes a lot of sense. However, I can also imagine that some readers might want to skip this chapter. If you are not interested in the scientific ground work Roettgers' suggestions are based on, just move on to the next chapter. You won't miss out on any essential advice.
In chapter four Roettgers describes the main differences between green strategy implementation and other business strategy implementation. He offers techniques how to ensure a flawless implementation process. Talking about aspects such as company culture, communication methods, leadership style, and incentives he additionally gives advice on how to align employees with green strategies and thereby enable a successful strategy implementation. Very straight forward; very valuable tips!
Chapter five concludes this small but mighty guide by summing up how you can create a green framework within your organization to become truly green and how you are able to align employees with your green strategies to lay the foundation for a sustainable competitive advantage.
In a nutshell: This book holds plenty of gold nuggets for everyone who is interested in greening a business. Not only convinces it by its thorough theoretical analysis, but by its practical relevance and valuable advice. A must read!