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Natural Capitalism: Creating the Next Industrial Revolution Paperback – October 12, 2000
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- Print length360 pages
- LanguageEnglish
- Publication dateOctober 12, 2000
- Dimensions6.05 x 1.13 x 9.9 inches
- ISBN-109780316353007
- ISBN-13978-0316353007
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Product details
- ASIN : 0316353000
- Publisher : US Green Building Council; First Edition (October 12, 2000)
- Language : English
- Paperback : 360 pages
- ISBN-10 : 9780316353007
- ISBN-13 : 978-0316353007
- Item Weight : 2.31 pounds
- Dimensions : 6.05 x 1.13 x 9.9 inches
- Best Sellers Rank: #557,014 in Books (See Top 100 in Books)
- #79 in Green Business (Books)
- #681 in Environmental Economics (Books)
- #1,246 in Environmentalism
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L. Hunter Lovins is the President and Founder of Natural Capitalism Solutions (NCS), a non-profit formed in 2002 in Longmont, CO. A renowned author and champion of sustainable development for over 35 years, Hunter has consulted on sustainable agriculture, energy, water, security, and climate policies for scores of governments, communities, and companies worldwide. Within the United States, she has consulted for the Presidential Cabinet, Department of Defense, EPA, Department of Energy and numerous state and local agencies.
Hunter believes that citizens, communities and companies, working together within the market context, are the most dynamic problem-solving force on the planet. She has devoted herself to building teams that can create and implement practical and affordable solutions to the problems facing us in creating a sustainable future.
Hunter has co‐authored fifteen books and hundreds of articles, and was featured in the award‐winning film, Lovins On the Soft Path. Her best‐known book, Natural Capitalism, has been translated into a more than three dozen languages and summarized in Harvard Business Review. Its sequel, Climate Capitalism, won the Atlas Award. Her latest, Creating a Lean and Green Business System won the Shingo Prize. Hunter has taught at numerous universities around the world, was a founding professor of Sustainable Management at Presidio Graduate School.
Currently she is a professor of Sustainable Management at Bard MBA. Named a Master at the Chinese De Tao Academy, Hunter helped launch the Institute for Green Investment in Shanghai, and she is a Fellow of the Fowler Center at Case Western University.
Lovins has consulted for scores of industries and governments worldwide, including International Finance Corporation, Unilever, Walmart, the United Nations and Royal Dutch Shell, as well as such sustainability champions as Interface, Patagonia and Clif Bar. She has briefed heads of state, leaders of the numerous local governments, the Pentagon, Congress and officials in more that 30 other countries.
Hunter lectures regularly to audiences around the globe. She has worked in economic development from Afghanistan to New Zealand, and served the King of Bhutan on his International Expert Working Group, charged with reinventing the global economy. She sits on the Executive Committee of the Club of Rome, the steering committee of the Alliance for Sustainability And Prosperity, and Capital Institute’s Advisory Board. A founding mentor of the Unreasonable Institute, Hunter teaches entrepreneurship and coaches social enterprises around the world. She is also a founding partner in Principium, an impact-investing firm. Hunter has won dozens of awards from the Right Livelihood Award (Alternative Nobel), Leadership in Business, The Rachel Carson Award, and the European Sustainability Pioneer award. Time Magazine recognized her as a Millennium Hero for the Planet, and Newsweek called her the Green Business Icon.
Paul Hawken has written eight books published in over 50 countries in 32 languages including five national and NYT bestsellers--The Next Economy, Growing a Business, The Ecology of Commerce, Blessed Unrest, Drawdown, and Regeneration. He has appeared on the Today Show, Larry King, Talk of the Nation, Charlie Rose, Bill Maher and been profiled in the Wall Street Journal, Newsweek, Washington Post, Business Week, and Esquire. His writings have appeared in the Harvard Business Review, Resurgence, New Statesman, Inc, Boston Globe, Christian Science Monitor, Mother Jones, and Orion. He founded several companies including Erewhon, the first food company in the U.S. that relied solely on sustainable agricultural methods. He has served on the board of several environmental organizations including Point Foundation (publisher of the Whole Earth Catalogs), Center for Plant Conservation, Trust for Public Land, Conservation International, and National Audubon Society. He lives with his wife, flocks of nuthatches, red tail hawks, and coyotes in the Cascade Canyon watershed in Northern California. Go to www.regegeration.org to see upcoming speaking events, and www.paulhawken.com for a more extensive biography.
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This book is the _other_ sort. And it represents the fulfillment of a long line of "hippie spirituality" that began over thirty years ago, got some airtime in Stephen Gaskin's books and Paul Williams's _Das Energi_, was put into practice at a broad level by the Grateful Dead, was incorporated into Marilyn Ferguson's _Aquarian Conspiracy_, received a consistently libertarian exposition in Mary Ruwart's _Healing our World_, and -- if Paul Hawkens and the Lovinses are right -- looks to be the wave of the future if we're going to have a future at all. (Incidentally, Gaskin recommended this book when he ran for President in 2000.)
One tremendous strength of their approach is their avoidance of a very common error. Too many critics of eco-stupidity and corporate irresponsibility take themselves to be critics of the "free market" as such, failing to realize that their proposed solutions are, in an economic sense, just as "capitalistic" as (if not more so than) the problems. What they propose to replace "capitalism" by is, in fact, just capitalism again, but populated by people with better values.
Well, these folks know that's exactly what they're doing, and what they propose is in effect the best general response to cries of "market failure". In a strictly economic sense, every "market failure" really represents a place that the "market" hasn't reached yet. Under the Hawken/Lovins proposal, "markets" work just fine if they take account of _all_ relevant costs. Economically, what they're saying is that (e.g.) polluters have to _internalize_ the costs of pollution. Is there a libertarian out there who would disagree in principle?
Oh, we could pick nits about the details. The point, though, is that Hawkens and the Lovinses are presenting here a vision of the "free market" as what economists have always said it was: an organic, emergent, genuinely interdependent network of centers of genuinely voluntary activity by fully informed and self-responsible actors. And the resulting society looks like hippies have always said it should: less like the military-industrial complex and more like a Grateful Dead concert ;-).
If Aquarian libertarianism is (as Mary Ruwart says) the key to "healing our world", then the sort of green eco-capitalism represented here is a pretty sound prescription for that healing. The Dream isn't dead, and it isn't economically irresponsible either.
Everything from the Toyota Production System, which offered a leaner, much less wasteful approach to auto manufacturing, to the Hypercar which offers a hybrid-electric propulsion engine which would result in much greater fuel effeciency are illustrated. It is this lean thinking which the authors think will revolutionize the industrial sector, making for the greatest breakthroughs since the microchip revolution.
What is most heartening is that major companies such as Ford Motor Company and Carrier Air Conditioning are adopting these practices and making them work. They are doing so because it saves money and provides them with endless growth possibilities. The authors support the lease-use system which puts the onus on the manufacturer to produce better products and maintain them throughout their service to the user, the so called "cradle to cradle" concept. New materials are resulting in much lighter and more efficient components that would reduce our dependency on foreign oil, and in time phase out petroleum products all together.
Too good to be true you might say, but this is the shape of things to come once we get past the tired old dogmas that have greatly limited our economic potential. The authors show how regressive tax policies and federal subsidies have greatly handicapped our productivity and they encourage political leaders to rethink the way we hand out incentives for better business practice. This book will give you a whole new lease on life, and encourage you to rethink the way you live.
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今、わたしたちはエコノミック・アニマルから、エコロジック・ピープル(こういう言葉があるのかどうかわかりませんが)への転換期を迎えていると思う。
本書が示すビジネスモデルが日本にそのままあてはまるかどうか、門外漢のわたしには疑問も残る。
けれども、すべての経済人がこれを読んでくれれば、世の中はずいぶん変わるような気がする。
分厚い本なので、とっつきにくい方には「エコロジカルな経済学」(倉阪秀史著・ちくま新書)をお薦めしたい。
