Companies on a Mission: Entrepreneurial Strategies for Growing Sustainably, Responsibly, & Profitably Book

Contents

Foreword by L. Hunter Lovins....................ix
Preface....................xiii
1 Capitalizing on an Underground Consumer Movement....................1
2 The Opportunity: Social Movements Meet the Marketplace....................16
3 Turning Distinctiveness into Market Acceptance: The Mission-Driven Difference....................32
4 Creating and Communicating the Brand: From Customers' Values to Customer Value....................54
5 Crafting the Mission-Driven Organization: The Human Dimension....................77
6 Everybody Talkin' 'Bout Heaven Ain't Goin' There: Building Credibility and Avoiding Scandals....................101
7 Learning from the Leading Edge: Lessons for Mainstream Businesses....................115
8 Values Clusters: Portland and Other Hotbeds of Mission-Driven Companies....................136
9 Growing Pains: Asking Difficult Questions....................162
10 Bringing It All Together: Taking Stock, Looking Ahead....................182
Acknowledgments....................195
A Note on the Literature and Research Approach....................199
Notes....................205
Index....................243