IT'S NOT EASY BEING GREEN

CHIEF EXECUTIVE
Feb 1, 2008

Chief executives who lived through the heady days of TQM and similar runaway management fads might be feeling just a little skeptical as they watch the green movement take on a life of its own. Collaboration among stakeholders, and even former critics, is becoming the norm for CEOs hammering out their green strategies. “What you find is that companies doing this intelligently don’t just announce, ‘This is what we’re doing,’ in isolation,” notes MARK COHEN, law professor with the Owen Graduate School of Management in Nashville, who writes about environmental management and sustainability. “What they do is they sit down and engage with their stakeholders— NGOs and committees and workers that have the most concerns and are most affected by the environmental consequences—and they work through it. They get those stakeholders on board with the change.”