Chapter 11: The ecological model of business
So far I have presented the ecological approach to business as quite alien and different to what we are used to. In reality we work with some of its principles already. For example, what is the purpose of markets? An economist might argue that markets are to do with the fair distribution of scarce resources. In truth, markets exist to bring variety into our lives. We may grow potatoes, but we do not want to eat just potatoes, so we use any surplus potatoes to exchange for other goods with people who do not have potatoes but might want them, and so on. In this way it adds variety to our diets, it brings variety into our lives - it creates diversity. And diversity is an ecological concept that I have already mentioned a few times and will explore in more detail below, as it is particularly pertinent to the ecological way of looking at the world. But first, a bit about a relatively new discipline that already works with some ecological principles: industrial ecology.
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