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Varieties of Green Business

Industries, Nations and Time

Geoffrey Jones

This book provides rich new empirical evidence on green business as it examines its variation between industries and nations, and over time. It demonstrates the deep historical origins of endeavors to create for-profit businesses that were more responsible and sustainable, but also how these strategies have faced constraints, trade-offs and challenges of legitimacy. Based on extensive interviews and archives from around the world, the book asks why green business succeeds more in some contexts than others, and draws lessons from failure as well as success.
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Preface

Geoffrey Jones

This book provides rich new empirical evidence on green business as it examines its variation between industries and nations, and over time. It demonstrates the deep historical origins of endeavors to create for-profit businesses which were more responsible and sustainable, but also how these strategies have faced constraints, trade-offs and challenges of legitimacy.

Based on extensive interviews and archives around the world, the book asks why green business succeeded more in some contexts than others. It tells the remarkable stories of the creation of alternative firms, processes and technologies, while also exploring episodes of slow and non-linear progress, failed category creation and contested outcomes. It integrates the stories of well-known business leaders with many stories of entrepreneurial actors whose ambitions, struggles and achievements are much less celebrated. By drawing lessons from failure as well as success, from the unknown as well as the celebrated, I hope to make the experience of the past more accessible to those seeking a more sustainable future.

Boston, Massachusetts

January, 2018