4-1Copyright © 2009 The McGraw-Hill Companies, Inc., All

Rights Reserved.McGraw-Hill/Irwin

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Chapter

4

Clean Commerce: Seeing Opportunity

through a Sustainability Lens

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“Green” is the New “Black”

Key Questions:

• If “green” is the new “black” and if everyone is doing it, what new opportunities are being spawned by this seismic shift?

• How can entrepreneurs create and seize the opportunities?

• How can a company differentiate itself in this rapidly greening market space?

• What are the risks associated with ignoring the green imperative?

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Clean Commerce Defined . . .

• Clean means more than just nontoxic• It refers to the net balance of costs and benefits

to”• shareholders, • stakeholders, and • to the planet.

• This is not a zero-sum game – the benefits are shared across sectors.

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Sustainability

• Includes the concept of economic viability.• Revenues and earnings must sustain ongoing

business success, and profits must be reinvested into products and service improvements to drive future growth.

• Sustainability changes the role new ventures play in• Supporting communities• Improving human health• Protecting ecological systems• Truly delivering on the promise of prosperity.

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Looking Through a Sustainability Lens

• Three strategic facets1. Weak ties2. Systems thinking3. Thinking like a molecule

• The lens illuminates new tactics:1. Value-added networks2. Radical incrementalism

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Green Chemistry

• Is the utilization of a set of principles • that embrace the reduction and • elimination of hazardous substances in the

• design, • manufacture, and • application of chemical products.

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When Considering A Product’s Entire Lifecycle (1 of 2):

Smart leaders ask:• Where do we get our feedstocks?• Are they renewable or limited?• Are they vulnerable to price and supply

fluctuations?• Are they vulnerable to emerging regulations?• Are they inherently benign, or does the

management of risk incur costs in handling, processing, and disposal?

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When Considering A Product’s Entire Lifecycle (2 of 2):

Smart leaders ask:• Do chemicals in our products accumulate in

human tissue?• Do they biodegrade harmlessly?• Where do the materials go when thrown away?• Do they sit in landfills for eternity, create toxins

when incinerated, or break down to pollute water?

• Can they be carried by air currents and influence the healthy functioning of natural systems far from the source?

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Principles of Green Chemistry 1-6

• Prevent waste• Design safer chemicals and products• Design less hazardous chemical syntheses• Use renewable feedstocks• Use catalysts, not stoichiometric reagents• Avoid chemical derivatives

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Principles of Green Chemistry 7-12

• Maximize atom economy• Use safer solvents and reaction conditions• Increase energy efficiency• Design chemicals and products to degrade

after use• Analyze in real time to prevent pollution• Minimize the potential for accidents

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Cradle to Grave

• Is a concept of sustainability.• At the end of a product’s useful life, its

constituent materials (understood as assets, not waste) become inputs for new products or return safely to the earth.

• Thinking like a molecule allows you to understand the complete cradle-to-cradle life cycle of your products and manufacturing processes – not just the visible outcomes, but the microscopic ones as well.

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E-Factor Defined

• A metric to measure the ratio of inputs to outputs in any given product.

• E-factor measurement tells you how many weight units of output one gets per weight unit of input.

• This figure gives companies a sense of process efficiency and inherent costs associated with waste, energy, and other resources’ rates of use.

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Transition to Sustainability and Clean Commerce

• Requires new:• technology• products• markets

Providing these has historically been, and remains today, the role of the entrepreneur.

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