- Taschenbuch: 104 Seiten
- Verlag: Environmental Pioneers; Auflage: 1. (1. Januar 2011)
- Sprache: Englisch
- ISBN-10: 300032898X
- ISBN-13: 978-3000328985
- Größe und/oder Gewicht: 22,9 x 0,6 x 15,2 cm
- Durchschnittliche Kundenbewertung: 1 Kundenrezension
- Amazon Bestseller-Rang: Nr. 1.107.676 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)
Going Green Together - How to Align Employees with Green Strategies (Englisch) Taschenbuch – 1. Januar 2011
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Going Green Together is an excellent scientific achievement and is leading the way in giving advice on how to green a business sustainably. (Dr. Aidan O'Driscoll, Editor Irish Marketing Review)
In this superb study of how green strategy was implemented in a large energy company, Frank Röttgers shows that implementing a green strategy is only possible if the strategy is deeply embedded in the mindsets and attitudes of employees which requires changes in a company's culture and leadership style. This book is a valuable addition to the literature on implementing organisational change and contains many useful insights on how to bridge knowing doing gaps. (Sean Byrne, Contributor The Irish Times)
This award winning thesis provides essential practical advice for turning any business green and is substantiated by an outstanding theoretical groundwork. (Dr. Katrina Lawlor, Head of Graduate Business School at Dublin Institute of Technology)
Über den Autor und weitere Mitwirkende
Frank Röttgers is an Environmental Consultant, author of the award-winning book 'Going Green Together', and co-author of the book 'The Definitive Guide to Getting Your Budget Approved'. He received his MSc degree in Strategic Management from the Dublin Institute of Technology and has been awarded multiple times for his outstanding academic achievements.
As a strategist on corporate environmental practices he researched green business strategies and focused on new insights how to gain and maintain a sustainable competitive advantage. Amongst others, he has been a consultant to KLM Royal Dutch Airlines, Tesco, and SAS.
1) The clear structure
2) The attention to detail
3) The abundance of insights and practical advice
Starting out with a chapter on the background of this book, Roettgers describes shortly how the green hype made it into today's business routines and why becoming green is crucial to remain competitive in the market. After laying this foundation he quickly gets to the point and highlights the challenges and difficulties during green strategy implementation. He points out that the success of implementing a green strategy is majorly depended on the employees, who are working on the implementation and those who are affected by its scope. Although this might not sound like a big surprise, the devil here is in the detail. Performing a thorough analysis, Roettgers shows that most failed strategy implementations are the result of performance paradoxes and knowing doing gaps.
In the following chapters, the phenomena and reasons why green strategies fail are broken down. Roettgers especially considers the impact of company culture, communication methods, leadership, and incentives vital for the success of a green strategy. As a consequence he describes how companies can become environmental friendly from within and create a green framework that encourages employees to think and act green and be aligned with the corporate overall goal. Despite insights into how other companies managed to tackle implementation challenges, techniques are provided how to communicate the right message throughout the organization and what media to use. This, in combination with the advice on leadership style and incentives, offers useful tips to create a green company culture and make the change to environmentalism easier.
If there is one thing I didn't like about this book it is probably its scientific character. Although I like the fact that the given advice is backed up by theory, I am just not a big fan of the writing style. Even though it might not be the easiest read, it provides fundamental advice on green strategy implementation and is definitely an essential read for everyone working on becoming green.
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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!
books look at topics such as sustainability strategies from a very general standpoint. If I would call
this standpoint the 10000 feet perspective, where the content is discussed on a relatively general
level, Going Green Together would probably be written from a 50 feet perspective. Don't get me
wrong: books shedding general light on a topic are essential to get a good overview about certain
issues. Considering the relatively short period of time literature is dealing with environmentalism
and green practices, it is just natural that these topics are discussed broadly at the beginning. Going
Green Together is one of the few books that starts making the transition and goes into detail when
it comes to green strategies. More specifically, the author of this book looks at the issue of bringing
a company's green strategy and its employees together. By doing this, Going Green Together starts
to fill the gap between general topic discussion and specific advice on how to implement green
strategies. I think this book is just the beginning and I am looking forward to read more books like
this in the future. If you want profound detail and not a general idea or overview, Going Green
Together is a must buy.
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