Michael V. Russo is the Charles H. Lundquist Professor of Sustainable Management at the Lundquist College of Business at the University of Oregon. He also serves as Founding Director of the Sustainable Supply Chain Management Center at the Lundquist College. A registered professional civil engineer, he spent several years commercializing alternative energy while at Pacific Gas and Electric Company. He came to Oregon after receiving his PhD from the University of California at Berkeley in 1989.

Mike's academic research focuses on the interaction of national and international environmental, social, and political policies, and strategic management. His articles have appeared in leading scholarly journals, and his research on the bottom-line effects of corporate greening received the 1998 Moskowitz Prize in Social Investing. He has received funding from the National Science Foundation to study international voluntary environmental regulation under the ISO 14000 standards and from the Dreyfus Foundation to write business cases that incorporate green chemistry issues. One case written under the Dreyfus Foundation grant and included in this collection, "Seventh Generation: Balancing Customer Expectations with Supply Chain Realities," won the 2007 oikos Sustainability Case Writing Competition.

Mike is actively involved in profession service. Currently, he serves on the editorial boards of the Academy of Management Journal, the Strategic Management Journal, and Organization & Environment. In 2005, he completed his term as Chair of the Organizations and Natural Environment Interest Group of the Academy of Management.

Mike lives in Eugene with his wife Wendy and their sons Andy and David. In his spare time, he enjoys outdoor activities, reading, the arts, and a good bottle of red wine. A native San Franciscan, he is increasingly sure that his tombstone will read, "Have the Giants Won the World Series Yet?"

Preface
PART I The Big Picture
1. Beyond Greening: Strategies for a Sustainable World - Stuart L. Hart
Thinking Globally and Inclusively About Sustainable Business Practices
2. The Business Case for Climate Protection - L. Hunter Lovins
Why Businesses Should Proactively Address the Climate Change Challenge
3. Scorched Earth: Will Environmental Risks in China Overwhelm Its Opportunities? - Elizabeth Economy and Kenneth Lieberthal
The China Factor in the Environmental Equation
4. The Triple Bottom Line: Sustainability's Accountants - John Elkington
The Imperative for Companies to Perform Well on Multiple Dimensions
PART II Institutional and International Perspectives
5. The Tragedy of the Commons - Garrett Hardin
The Classic Discussion of Population and Common Resources
6. EPA and the Evolution of Federal Regulation - Paul R. Portney
Regulation and Economic Models for Meeting Pollution Reduction Goals
7. Discounting the Future: Economics and Ethics - Timothy J. Brennan
A Critical Analysis of the Practice of Discounting in Economic Analysis
8. Measuring Nations' Environmental Sustainability - Marc A. Levy
Quantifying and Ranking National Environmental Performance
9. Bridging the Trade-Environment Debate - Daniel C. Esty
Capturing the Benefits of Free Trade While Protecting the Environment
10. Raising Global Standards: Hazardous Substances and E-Waste Management in the European Union - Henrik Selin and Stacy D. VanDeveer
A European Approach to Toxics Regulation
PART III Managing to be Environmentally Responsive
11. Strategy Originates Within the Organization - Andrew W. Hoffman
Behavioral and Cultural Dimensions in Environmental Strategy
12. Objection-Handling Clinic on Inhibiters to the Next Wave - Bob Willard
A Script for Overcoming Organizational Nay-Sayers
13. The Next Industrial Revolution - Paul Hawken, Amory Lovins, and L. Hunter Lovins
Capitalism that Recognizes and Appreciates Living Systems
14. Environmental Product Differentiation: Implications for Corporate Strategy - Forest Reinhardt
When Will a Green Product Strategy Pay Off?
15. Transparency, Openness, and Accountability: A Imperative - David L. Rainey
Appreciating the Need for Broad Access to More Information
16. A Primer on the Global Reporting Initiative - Kellie Fox, Beth Littlehales, and Ryan Keenan
The Emerging Standard for Company Sustainability Report
17. The Eco-Advantage - Inc. Magazine
Entrepreneurship, Innovation, and Sustainability Opportunities
18. Excerpts from the 2006 Understanding the LOHAS Market Report - The Natural Marketing Institute
Appreciating the Characteristics of Green Consumers
19. Avoiding Green Marketing Myopia: Ways to Improve Consumer Appeal for Environmentally Preferable Products - Jacquelyn A. Ottman, Edwin R. Stafford, and Cathy L. Hartmann
How Win in the Marketplace for Green Products
20. How Corporations and Environmental Groups Collaborate - Dennis A. Rondinelli and Ted London
How Stakeholders Collaborations Can Improve Environmental Outcomes
21. The Fortune at the Bottom of the Pyramid - C. K. Prahalad and Stuart L. Hart
The Vast Potential in Serving the World's Poor
PART IV Technical Perspectives
22 A Framework for Management - Brain Nattrass and Mary Altomare
Unifying Scientific Principles with Sustainability
23. An Introduction to Environmental Accounting as A Business Management Tool - Environmental Protection Agency
A Tool Kit for Incorporating the Environment into Accounting Practice
24. Note on Life-Cycle Analysis - Susan Svoboda
A Methodology for Identifying All Costs Across the Life of Products
25. The LCA Impact and Interpretation Stages - Thomas E. Graedel and Braden R. Allenby
Quantifying Life Cycle Impacts and Comparing Alternatives
26. A World of Abundance - William McDonough and Michael Braungart
Viewing Environmental Stewardship as a Design Challenge
27. Environmental Management Systems and Eco-Control - Stefan Schaltegger, Roger Burritt, and Holger Petersen
Tools for Bringing Environmental Performance to Facility Operations
PART V Cases
28. Pacific Lumber Company - Michael V. Russo
29. Oil in the Ecuadorean Rainforest - Christopher A. Cummings, Barbara L. Marcus, R. Edward Freeman, and Jason Lunday
30. Hindustan Lever (A): Leaping a Millennium - Aileen Ionescu-Somers, Wolfgang Amann, and Ulrich Steger
31. Cost Accounting and Hazardous Waste at Specialty Glass, Inc. - Christopher H. Stinson
32. Southern Company: Acid Rain - Forest Reinhardt
33. Seventh Generation: Balancing Customer Expectations with Supply Chain Realities - Daniel R.Goldstein and Michael V. Russo
34. Environment Product Differentiation by the Hayward Lumber Company - Magali Delmas and Erica Plambeck
35. Coastwide Laboratories: Clean and Green - Derek O. Reiber and Michael V. Russo
36. Transforming the Global Fishing Industry: The Marine Stewardship Council at Full Sail? - Alexander Nick, Oliver Salzmann, and Ulrich Steger
37. Phoenix Organic: Valuing Sustainability while Desiring Growth - Eva Collins, Steve Bowden, and Kate Kearins
38. Deja Shoe (A) - Paul Hardy and Stuart L. Hart
39. Supply Chain Strategy and Sustainability: The Migros Palm Oil Case - Jens Hamprecht and Daniel Corsten
40. Benziger Family Winery - Murray Silverman and Tom Lanphar
41. The WEEE Challenge - Panfeng Chen, Priya Narayan, and Luk N. Wassenhove
42. Cascades Environmental Strategy in 2006: At the Crossroads - Pierre Batellier and Emmanuel Raufflet
43. Procter & Gamble Inc: Disposable and Reusable Diapers-A Life-Cycle Analysis Management Institute for Environment and Business
44. Alpha Motors, Ltd.: Integrating Life-Cycle Environmental Concerns Into Product Design - Sandra Rothenberg, Michael Lenox, Benjamin Jordan, and Frank Field III
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