Sustainability

Michael Norton is currently a Professor in the Environmental Leaders Program at Tohoku University in Japan (since April 2012). Before that, he was a Professor at Shinshu University’s Institute of Innovation Management (since 2006) and at Tokyo Institute of Technology (2004-6). He has a Ph.D in Chemistry from Bristol University, and has worked in the UK Chemical Industry and for the UK Government in the fields of innovation policy and environmental protection. He was founding Director of the UK Parliamentary Office of Science and Technology (1989-98) and also Counselor for Science and Technology at the British Embassy Tokyo (1998-2004). He applied this broad experience and perspective from both UK and Japan to developing the sustainability elements of a new Green Masters of Technology Masters Course at Shinshu University, on which this book is based. He is currently Professor in Tohoku University's Environmental Leader Program.

'This book makes interesting, if not necessary, reading for businesses and students! Michael Norton provides in lay terms an excellent and clear overview of the internal business issues raised by concerns over sustainability, and highlights the many external opportunities which exist for innovation and development of new products and services, which can contribute both to company viability and a sustainable future for society... This book is a genuine and sincere attempt to explain the concept of sustainability and illustrate how it is incentive compatible for profit-making businesses, both in the short and most importantly in the long-run. I am excited that this important message is transmitted in such an understandable manner and hope that businesses have their ears open!' —Phoebe Koundouri, Professor, Athens University of Economics and Business, and London School of Economics, UK'This book provides an excellent mix of knowledge required for implementation of sustainable growth and environmental management for those in industry, government, and academic research. I strongly recommend the book to be read by business practitioners, government policy makers and academic researchers and teachers who are involved in sustainable growth and environmental management.' — Masao Nakamura, Professor, Sauder School of Business, University of British Columbia‘I approached this book with trepidation as there are now so many out there, and most of them suggest mild nudges to the current market-based corporate system, but this book is really good. It starts as it means to go on with a radical vision. If all the author recommends were enacted business and markets - and the world - would be a very different place. I commend it for being so dense, in the best possible way. This book is worth many of the others put together.’ — Malcolm McIntosh, Professor and Director of the Asia Pacific Centre for Sustainable Enterprise, Griffith University, Australia

• Part 1: Business and Sustainability - Background 1.1. The Challenge of a Sustainable World 1.2. Sustainability, Innovation and Competitiveness Part 2: Sustainability Foundations 2.1. What You Need to Know 2.2. History of Development of Pollution Problems 2.3. Introducing Sustainable Development 2.4. Major Environmental Sustainability Challenges 2.5. Ethical Dilemmas and Stakeholders 2.6. Paths towards Sustainability 2.7. Envisaging the Future 2.8. Practical Examples Part 3: Applying Sustainability Thinking in Business 3.1. How does Business Interact with Sustainability? 3.2. Assessing Performance of Businesses in Sustainable Development 3.3. Reporting Performance in Sustainability 3.4. Supply Chain and Sustainability 3.5. Alternative Business Approaches 3.6. Scenarios 3.7. Business Opportunities in Sustainability 3.8. The Green Consumer 3.9. Practical Examples