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BBA380 Environmental Management

Introduction
On pages 10-11 of Natural Capitalism the four central strategies of Natural Capitalism are
introduced and explained. Then, in The Green to Gold Playbook there are numerous examples of
how these strategies are applied by businesses and leading corporations. In the Playbook, the
strategies are not specifically identified but the application of them is clear from the examples.
Here is an example: When a company finds ways to cut its energy use, it is applying the strategy
of “Radical Resource Productivity,” i.e., the company is squeezing out more energy while
consuming the same amount or less fuel. The assignment is for you to search though the
examples in the Playbook and find those that illustrate the application of these four strategies.
You must find and explain one example of the application for each of the four strategies. Write
up the four examples in the form of a formal essay. You will have all semester to complete and
submit this essay.
Suggested Approach
First study the four strategies in Natural Capitalism. Then, as you read the Playbook, look for
examples of how companies are applying these strategies. This will help you deepen your
understanding of the four strategies and how they can help companies cut costs and/or increase
profits. In many cases individuals and families, in addition to firms, can apply the strategies to
save money and contribute to a more sustainable lifestyle.
Instructions
1. Go to pp. 10 & 11 of Natural Capitalism and carefully study the four central strategies of Natural
Capitalism found there. Continue your study of these four strategies by carefully reading the rest
of the chapter which provides an in depth explanation of each strategy.
2. From your reading of The Green to Gold Business Playbook, identify examples that illustrate the
application of each of the four strategies. This will not be easy! None of the examples are
specifically identified as illustrations of these four strategies. Your challenge is to identify the
examples that correspond to the strategies. As you read the assigned chapters in the Playbook, be
alert to examples that “fit” the strategies. Expect to read most of the Playbook to find the
examples you are looking for. You have all semester to find the examples and write your essay
explaining them. Take notes as you read each of the required chapters and list examples that “fit”
the strategies. When you are satisfied that you have found an example of each of the four
strategies, you are ready to begin writing your essay.
3. Your essay should list and explain one example for each of the strategies. For each of the
examples your essay must include the following information. (See sample answers below.)
a. The strategy that is illustrated by the example
b. The page in the Playbook where the example is found.
c. The name of the company or organization that implemented the strategy.
d. An explanation of how the example illustrates the strategy.
4. Your essay must be written in clear, grammatically correct English. It is a formal essay, that is,
no texting shortcuts are allowed! See syllabus for instructions and regulation that apply to all
BBA written assignments and tests.
5. Submit your essay in BbLearn in the submission box for this assignment.
6. Your essay is due in Block 7 at the end of the semester. See course schedule for the specific due
date.
An Example Essay
On page 151 of the Playbook there is an example that illustrates the strategy of radical resource
productivity (rrp). “The Hilton Hotel in Houston, Texas, reduced carbon emissions by 260
metric tons by using a water recycling system for its laundry facility. The AquaRecycle system
reuses water to help the laundry maintain its ideal operating temperature, reducing use of natural
gas for heating, and cutting water usage from 630,000 gallons to 157,000 gallons, a 74 percent
decrease.” The hotel is getting much greater productivity from a smaller amount of water than
they used before the introduction of the AquaRecycle system. In addition, a smaller amount of
the fuel, natural gas, is being used to achieve the same outcome. Thus, the productivity of the gas
used is also increased.

The Sto Corp employed biomimicry* to produce Lotusan paint as explained on p. 190 of the
Playbook. Examining the surface of the lotus flower, Sto Corp engineers discovered the surface
of its leaves is covered in tiny peaks and valleys that cause water to pearl and roll off along with
any dirt is captures. “Sto Corp has managed to replicate the surface microstructure of the lotus
leaf in paint.” Paint a building with this Lotusan paint and it never needs to be washed!
Rainwater washes it clean! This is a product that mimics nature! It is water-based and contains
minimal volatile organic compounds (VOCs). This is an excellent example of the strategy of
biomimicry!
The strategy of the “service and flow economy” is exemplified in the simple case
“RentaGreenBox.com” on p. 137 of the Playbook. Boxes are essential when moving and/or
temporarily storing things. But when the move is over or storage is no longer needed, boxes most
often become waste. RentaGreenBox.com offers an alternative – rent the boxes! “ . . .
(C)ompanies can avoid buying boxes they need only temporarily. . . .” The strategy of the service
and flow economy is based on the fact that in many instances the consumer or customer does not
need the “hardware” but rather the service that the hardware provides. A very familiar example is
a laundromat. There are many examples of the service and flow economy throughout the
Playbook.
Investing in Natural Capital – This is what Home Depot did when it was attacked by Forest
Ethics, an NGO that sought to stop Home Depot from sourcing lumber from old growth forests.
It “moved quickly to find suppliers that could provide sustainably sourced wood” (see Playbook,
p. 205). By investing in this effort, Home Depot “transformed the market for lumber,” and
helped to preserve a precious component of natural capital – the old growth forests. This is an
example of how rigorously selecting suppliers that obtain their product from sustainable sources,
often responding to guidelines established by certification organizations like the Forest
Stewardship Council (in the case of lumber). In short, investing time, money, and effort to
preserve and/or produce a resource that is scarce or threatened is investing in natural capital.
Works Cited
Make sure you list the works cited in your essay!
*Biomimcry isn’t as difficult to understand as it may sound. “Bio is from the Greek for “life” so
“bio – mimicry” is “mimicking” life. Think about Velcro. Did you ever walk through weeds in a
field and come out full of stickers (or burrs)? Those burrs gave the idea for Velcro – tiny barbs
that stick to everything. Velcro simply mimics the structure of the burrs. For more examples of
biomimicry, see the link on the BbL Home page of this course.
Note: This explanation is not part of the example essay.

Category: Essays

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