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Sustainable Business: A One Planet Approach

ISBN: 978-1-119-33797-3
456 pages
December 2016, ©2017
Sustainable Business: A One Planet Approach (1119337976) cover image


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).

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Table of Contents


About the Authors

Yolanda Kakabadse, President of WWF

1 Challenging
Sally Jeanrenaud & Jean-Paul Jeanrenaud

1.1 Stories about the Future

1.2 Planet

1.3 People

1.4 Profit

1.5 Power

1.6 Conclusion: The Case for Change


2 Changing
Sally Jeanrenaud & Jean-Paul Jeanrenaud

2.0 Changing from the Outside-In and the Inside-Out

2.1 Business

2.2 Economy

2.3 Self

2.4 Transformations

2.5 Conclusion: Metamorphosis


3 Leading
Jonathan Gosling & Prasad Kaipa


3.0 Sustainability and Leadership

3.1 What is Leadership?

3.2 Some Nagging Questions about Leadership

3.3 Bringing it All Home: How to Conduct Yourself in Leadership



4 Valuing
Catherine Cameron


4.0 The Limits to GDP and GNP as Measures of Value

4.1 The Range of Alternative Measures and Current Practice

4.2 Rethinking Growth



5 Collaborating
Ward Crawford


5.0 Images of Working Together

5.1 Choosing Collaboration

5.2 The Theory and Practice of Collaboration

5.3 Managing Collaborative (Dis)Agreement



6 Strategizing
Nadya Zhexembayeva & Judith Jordan


6.0 Oil, Water, and a Touch of Hurricane Katrina: The New Business Reality

6.1 Searching for a Disappeared Resource? Check your landfill

6.2 The Strategic Challenge of Sustainability: Stakeholders are calling

6.3 Strategic Responses: What Strategies Have Businesses Adopted? What More Can They Do?



7 Organizing
Morgen Witzel

7.0 Organizations and Sustainability

7.1 Motivating People

7.2 Organizational Culture

7.3 Requisite Knowledge

7.4 The Employer Brand



8 Investing
Rory Sullivan


8.0 Mechanics of Influence: How do Investors Influence Companies?

8.1 What is Responsible Investment?

8.2 So What Can Responsible Investment Deliver?

8.3 Conclusion



9 Innovating
John Bessant & Palie Smart


9.0 Innovation Strategy

9.1 How Can We Innovate? Innovation as a Management Process



10 Operating
Mickey Howard, Fu Jia & Zhaohui Wu


10.0 Transition to the Triple Bottom Line

10.1 Industrial Ecology and Closing the Loop

10.2 Sustainability Standards, Certification and Measures

10.3 Stakeholder Management



11 Marketing
Ken Peattie and Frank-Martin Belz


From 20th to 21st Century Marketing

11.0 Sustainability and Marketing: An Evolving Relationship

11.1 Sustainability Marketing: Marketing for the 21st Century

11.2 From Products to Customer Solutions

11.3 From Price to Consumer Cost

11.4 From Place to Convenience

11.5 From Promotion to Communication

11.6 Sustainability Marketing as a Transformational Force

11.7 Conclusion



12 Accounting
Stephen Jollands


12.0 Accounting and Sustainability

12.1 Financial Accounting

12.2 Management Accounting

12.3 Conclusion: Addressing the meta- and sub-questions



13 Entrepreneurship
Tony Cooke


13.0 The ‘Cult’ of Entrepreneurship?

13.1 A Brief History of Entrepreneurship Theory

13.2 Towards One Planet Entrepreneurship



14 Transitioning
Thomas Dyllick & Katrin Muff


14.0 Sustainable Business and Sustainable Development: The Big Disconnect

14.1 Understanding Our Global Sustainability Challenges

14.2 Different Approaches to Framing Business Sustainability

14.3 Introducing a Typology for Business Sustainability

14.4 Managing Business Sustainability: Organizational Characteristics      

14.5 Conclusion



15 Conclusion
Sally Jeanrenaud, Jean-Paul Jeanrenaud & Jonathan Gosling

15.0 The Challenges: The One Planet Predicament

15.1 Sustainable Business: A One Planet Approach

15.2 Change for Good

15.3 Transforming Business Management Education



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Author Information

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.

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The Wiley Advantage

At least five major strands of thought shape the content and style:

1 Business Serving Society
2 Integrating Planetary Boundaries and Social Foundations
3 Supporting the Transformation of Business and Management Education
4 Mainstreaming Sustainability within the MBA Curricula
5 Respecting Diversity of Voices

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The beauty of the book is that it is a collaborative work by multiple thought leaders who bring phenomenal insights in a comprehensive way. The well-researched and connected topics show how to build institutions for the 21st century rather than just business-as-usual.
—Arun Jain, Executive Chairman, Intellect Design

We need a new generation of business leaders willing to take responsibility for solving the problems of climate change and poverty. And we need bold new programmes and partnerships in business management education to support these leaders. A sustainable company can be more successful than one that pursues profits alone. Sustainable Business: A One Planet Approach makes a valuable contribution to redefining what it means to be a successful company, and the kind of curricula we need to shape it.
—Paul Polman, CEO Unilever

Sustainability has gone from a nice-to-do to a must do.  Tomorrow’s business leaders need to transform their business models in to ones that create value for their customers and society within the limits of the planet.  In a world challenged by climate change, scarce resources and inequality there is no room for half measures. A One Planet Approach will help MBA students develop the background and the thinking to help lead this transformation.
—Steve Howard, Chief Sustainability Officer, IKEA

Businesses with a higher purpose are discovering that there are better, and often unexpected ways, of doing business that can alleviate poverty, address environmental challenges, and still be profitable. Sustainable Business: A One Planet Approach argues for new business models that will help regenerate our economy in ways that are pro-poor, pro-planet and pro-prosperity.
—Miriam Turner, AVP Co-Innovation, Interface

9 billion people living well on a healthy planet can only be achieved by the greatest wave of entrepreneurial innovation ever seen.  One Planet thinking does something unique – it acknowledges physical limits but uses them to inspire global action.  This book rightly encourages business to be at the forefront of this change.
—Oliver Greenfield, Convenor, Green Economy Coalition

In 3M we have proved that reducing waste can save companies billions of dollars over the years. But we also know that sustainability can be a driver of good leadership, innovation and success over the longer term – beyond eco-efficiency arguments.  We need a new generation of business leaders who know how to integrate sustainability issues into their business DNA in smart and strategic ways. This new textbook helps point the way.
—Pip Frankish, Corporate Communications Manager, 3M Europe

Business in the 21st Century is vastly different from that of even the late 20th Century.  This book is for managers who want to lead organizations and transform how business is conducted in this networking, information age, with its different dynamics, challenges and rapid changes.  These challenges are why we at Texas A&M Univ. – Central Texas are making innovative changes to incorporate the concepts of sustainability and socially responsible management deep into our curriculum to bring about these much needed innovations in business education - this book provides many of the core concepts and techniques we need.
—Larry Garner, Ph.D., Dean, College of Business Administration, Texas A&M Univ. –

Sustainability is no longer simply about complying with environmental regulations or CSR, it is becoming central to way business is done. It is shaping strategy, innovation, operations, finance and accounting. The One Planet MBA, co-founded with WWF, offers global perspectives on the sustainability challenges facing us all, and the business opportunities that are generated by embracing change for good.
—Fuji Kimura, Global Insights Manager at Google, and One Planet MBA alumna

This important new textbook highlights the urgent need to develop new economic and business models that will contribute to achieving the UN Sustainable Development Goals. These address the 3 major challenges facing humanity - eradicating poverty, sharing prosperity, and safeguarding the environment. Business has a crucial role to play in delivering these goals, and as this book reveals, progressive businesses are already leading way.
—Sheng Fulai, Head, Economic Research Unit, United Nations Environment Programme (UNEP)

Business people need to think about a more sustainable society from a new and different point of view, namely a One Planet Approach. This book shows what this means for each of the main functions of a business - a most valuable guide.
—Kentaro Iijima, Senior Advisor, former Corporate Senior Vice President, Fujitsu Marketing.

Sustainable Business: A One Planet Approach is a holistic approach to life and leadership, which invites us to lead internally and externally, to realize that we live in a deeply interconnected world, and above all, to make a meaningful difference to self, the community and the planet. A must read for all.
—V R Ferose, Senior Vice President, SAP SE and Co-author of ‘Gifted’

This is a new generation business textbook, that makes the case for a transition to radically different economic and business models - ones that address social inequality and environmental degradation, and promotes new understandings of prosperity.  Business leaders and students need access to new ideas and fresh perspectives if business is to become a force for public good, rather than private gain.
—Mark Goldring, Chief Executive, Oxfam GB

You just have to do it! How often have we heard it said, and how often have we said it ourselves: that doing business in more human, more environmentally sustainable ways is the great adventure of our times. Here is a textbook that assumes a new normal. Start with the assumption that we have just one beautiful planet, and business suddenly becomes sane again. I recommend this book to all who want to do proper, value-adding business
—Jan van Betten, Founder, Nudge.nl

When leading minds get together to challenge established ways of thinking about the purpose of business in today's world, it is a sign that existing systems boundaries are being pushed and redrawn. This urgently needed book brings to the surface comprehensive and game-changing approaches that will enable business leaders to steer their organisations with care, responsibility, value and success through rapidly changing societal and environmental complexities. Most importantly though, the authors courageously address the most difficult barrier we face in creating change for a sustainable future – the role that our own mindsets, values and behaviours play. This is the textbook for business and management educators who want to be on the right side of history.
—Isabel Sebastian, Senior Research Consultant, Institute of Sustainable Futures, University of Technology Sydney, Australia

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