When Does it Pay to be Green: A Framework for Analysis?



The request on managers to base eco-investments on solid grounds has never been so vital. They need to know what they should do first, and why. Should they focus on generating carbon credits via eco-efficiencies? Enhance corporate reputation by joining Green Clubs? Subscribe to eco-label programs? Explore emerging cleantech markets? Within the overwhelming possibilities, many spend precious resources without sound criteria.
By analyzing the rationales for sustainability strategies, this research addresses a timely question for managers, academics and MBAs: "when does it pay to be green?" Based on solid theoretical foundations and empirical research, it clarifies the elements involved in the formation and evaluation of sustainability strategies in firms, helping managers to prioritize eco-investments and transform them into sources of competitive advantage and new market spaces.

Renato Orsato is professor at Fundação Getúlio Vargas (FGV-EAESP). He worked from 2004 to 2010 as professor and Senior Researcher at INSEAD in Fontainebleau (France). As a researcher, educator and consultant, for the past 15 years Professor Orsato has worked at academic institutions such as Lund University (Sweden) and the Techonology University in Sidney (Australia), as well as in public and private organizations in over 20 countries. Holds a Ph.D. in Business Administration (Australia, 2001), a masters in Organizational Studies (UFSC, 1994) and bachelor’s degrees in Civil Engineering (PUC-RS, 1989) and Business Administration (UFRS, 1988). Dr. Orsato has written several chapters for compilations and case studies, and has published articles in academic journals such as: California Management Review, Organization Studies, Journal of Cleaner Production, Sustainable Development Journal, and Journal of Industrial Ecology. His book, “Sustainability Strategies: when is it worth it to be green?”, was a finalist for the Academy of Management award in 2010, and is currently being translated to Arabic and Chinese. It was released in Portuguese in August of 2011.