TY  - BOOK
AU  - Jones,Geoffrey
TI  - Profits and sustainability: a history of green entrepreneurship 
SN  - 9780198845652
AV  - HD30.255 .J67 2019
U1  - 338.5 JON 2019 23/eng/20230503
PY  - 2019///
CY  - Oxford, United Kingdom, New York, NY
PB  - Oxford University Press
KW  - Business enterprises
KW  - Environmental aspects
KW  - Business ethics
KW  - History
KW  - Entrepreneurship
KW  - Environmentalism
N1  - First published 2017; With a new preface by the author; Includes bibliographical references (pages 405-410) and index; This book brings unique perspectives to this key debate by exploring the history of green entrepreneurship since the nineteenth century, and its spread globally in industries including renewable energy, organic food, natural beauty, ecotourism, recycling, architecture, and finance. The book uses the lens of the extraordinary and often eccentric men and women who defied convention and imagined that business could help save the planet, rather than consume it. The social and religious beliefs that drove many of these individuals are explored as the book looks at how they overcame huge obstacles to execute their strategies. The green entrepreneurs seen here are shown to have created new markets and industries, and driven innovations in sustainable practices, even at times when most consumers and governments marginalized the entire subject. The struggles of early pioneers appear to have been rewarded by the growth of environmental awareness among consumers, business leaders, and others in recent years, but the Earth's environmental health continues to deteriorate. If profits and sustainability have proved challenging to reconcile, this book argues that one reason was how they were both defined
ER  -