The Natural Advantage of Nations: Business Opportunities, Innovation and Governance in the 21st...

The Natural Advantage of Nations: Business Opportunities, Innovation and Governance in the 21st Century | More than a pep talk, it's a how-to manual for comfortable survival.

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The Natural Advant...

	The Natural Advantage of Nations: Business Opportunities, Innovation and Governance in the 21st Century Earthscan Publications Ltd., 2006 - 527 pages average customer review:based on 12 reviews view larger image
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highly recommended

This book is more than just a "palliative care" guide for the planet?it is about innovation, solutions, competitiveness and profitability. At work, at home and as members of society, our generation has an obligation?and an exciting opportunity?to be part of the solution in restoring the balance. The authors present a bold vision for the future and demonstrate how we can get there, drawing on lessons of competitive advantage theory and the latest in sustainability, economics, innovation, business and governance theory and practice. The result is nothing less than the most authoritative and comprehensive guide to date, to building the new ecologically sustainable economy.

For further information about The Natural Edge Project and to view the book?s online companion, visit www.naturaledgeproject.net.

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Efficiency and Least-cost, end use

Amory Lovins, et al., focus on solutions, not problems. Alternative "soft" pathways, from an international perspective provide the first of many blueprints for sustainability through effiiciency. This discusses, in detail, examples from other countries and shows how US arrogance is leaving us behind, costing more and limiting alternatives. We are lagging in every sector - industry, transportation, farming, construction, energy, housing and our global impact.

At present the US has the highest greenhouse gas emissions. India and China are close behind and will soon surpass US emissions. It will take an international effort to mitigate global climate weirding. This provides constructive pathways that apply to individual and regional lives on a personal level.

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More than a pep talk, it's a how-to manual for comfortable survival.

This book is for everyone who is despondent about humanity's chances of living past the next hundred years. Crucially, this book is both for those who view saving the planet and ourselves as a moral imperative and for those who ask how, and when, and even can we afford it. Lovins' "Natural Capitalism" sketched out how businesses could enhance their profitability by changing their paradigm towards something that thinks beyond the next quarter.

This book differs from Natural Capitalism, another brilliant read, in that it moves past the concepts to look at the nuts and bolts of a movement that encourages business to mesh the pursuit of profitability with environmental security through innovation. This book throws light on the structure behind the sketch of Natural Capitalism.

Previous books such as Suzuki's `Good News for a Change', Benyus' `Biomimetics' and even Lovins' Natural Capitalism describe success stories without ever really detailing what you need to do to make one of these success stories yourself. You won't see much in the way of "this requires...", "they should..." or "they shouldn't.." in other texts; you will in this one. In short, this book is also a "how-to" manual written by people who have experience of `making a difference'.

The section on how to use industry cluster development to reorient firms, communities and government towards long term profitability, or in many cases simple survival, is a case in point. The guidelines on processes and institutional frameworks mesh seamlessly with revolutionary work done by organizations such as ZERI (Zero Emissions Research and Initiatives) to provide a sustainable, fruitful, profitable and socially just future for all of us.

My recommendation is that if you're one of those people who say "I'm concerned but what can I do?" then start by buying this book for your political representative, your boss and any concerned friends you might have.

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Reader reviews

The book (The Natural Advantage of Nations) shows a lot of good arguments to convince skeptics. To highlight those who have profited from sustainability is a good strategy. I hope the book will be an eye opener for at least a few of those, not yet occupied by sustainability.

Frank Zimmermann, City of Heidelberg, Head Agenda 21-Office

Emerging from Australia, this (The Natural Advantage of Nations) is a tightly textured textbook packed with detail and coming from a multidisciplined source of experienced voices, it is a treat to read, knowing that this is youth at its most powerful - focused, aware and fully integrated in their points of view. It is supported by the CSIRO, which in my small opinion is, with the Australian Broadcasting Corporation (ABC), one of two Australian organizational Jewels - both now part of the public commons.

....I'm jumping out of my chair to tell you more detail from this book because there is so much excellent material in it for students of any subject.

A reader, Web-of-UNME

I recommend an Australian inspired book "The Natural Advantage of Nations" to anyone who is seriously interested in a sustainable form of capitalism to give all people the chance to enjoy the quality of life of the West.

David Sealey, Reader
7 March 2007

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A Guide to Building Sustainable Businesses

I found NAON to be a encyclopaedia on Sustainability and ideal for manufacturers that can not afford a Sustainability Expert... the book is a great way to learn and/or review all the key concepts and programs that are moving the world of Sustainability. It is a guide on how to position your company to profit or at least not lose out in this new world of manufacturing.

Marvin Klein
President, PortionPac Chemical Corporation

reviews: page 1, 2, 3

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