Green and Grimy:
Opportunities and Challenges in
Sustainable Business
Spring Term 2013
Tuesday and Thursday, 9:30 – 10:50; McIntyre 303
Alan Krause
McIntyre 111D
ajkrause@pugetsound.edu
(253) 879-2856
Office Hours
Mon - Fri 11-12
& Wed 2-4
& by appointment
Course Description
As corporations grow in size and influence, their impact on both social wellbeing and the natural
environment has increased. Understanding interactions between corporations and the social and
natural environments plays a large and growing role in effective management. This course
provides an overview of the opportunities and challenges that established US businesses face
regarding sustainable business. Students investigate corporations’ ethical, regulatory, and
financial interests in relation to the social and environmental values of the communities in which
they operate. Students are expected to master key concepts related to sustainable business and
develop critical thinking about sustainable topics.
Course Objectives
1. Understand the challenges that businesses create for the social and natural environment.
2. Investigate the sustainable initiatives that businesses undertake to address these challenges.
3. Comprehend the difficulties that businesses face in responding to sustainable challenges.
4. Critically analyze sustainable business initiatives.
5. Develop sustainable business initiatives.
Need Help? See me in my office, email, or call. Use the writing center, Howarth Hall 105.
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Course Expectations:
1. Class time will combine lecture, discussion, and activities that harness course readings.
Prior to each class, you are expected to complete reading and written assignments.
2. I expect honesty and academic integrity from you in all aspects of class. If you are not
clear on The University of Puget Sound's standards for Academic Integrity and the
Student Integrity Code please familiarize yourself with these sections of the Logger
student handbook (http://www.pugetsound.edu/student-life/student-resources/studenthandbook/ ).
3. The University of Puget Sound is committed to creating an inclusive learning
environment. Please notify me if aspects of this course create disability-related barriers
to your participation.
4. Cell phones and PDA's must be turned off during class. Laptops and tablets may only be
used for note taking. No web browsing, email, or other social media in class.
A Note on Classroom Emergency Response Guidance:
Please review university emergency preparedness and response procedures posted at
www.pugetsound.edu/emergency/. There is a link on the university home page. Familiarize
yourself with hall exit doors and the designated gathering area for your class and laboratory
buildings.
If building evacuation becomes necessary (e.g. earthquake), meet your instructor at the
designated gathering area (on the east side of McIntyre) so he can account for your
presence. Then wait for further instructions. Do not return to the building or classroom until
advised by a University emergency response representative.
If confronted by an act of violence, be prepared to make quick decisions to protect your
safety. Flee the area by running away from the source of danger if you can safely do so. If this
is not possible, shelter in place by securing classroom or lab doors and windows, closing blinds,
and turning off room lights. Stay low, away from doors and windows, and as close to the interior
hallway walls as possible. Wait for further instructions.
Texts and Materials
We will use one book and multiple reading in this course. You may purchase the book at the
University bookstore or online.
The Green to Gold Business Playbook. Esty, Daniel C. & P.J. Simmons, 20011, Hoboken, Wiley.
You may access all course articles on Moodle or you may purchase a course pack that contains
all these readings at the bookstore.
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Assignments Evaluation and Grading
You will earn points through papers (80%), presentations (10%), and class participation (10%).
The table below lists each assignment and the total points for each assignment. The text
following the table describes each assignment. You will receive additional instruction in class
for each paper assignment.
1.
2.
3.
4.
5.
Paper 1: What is the sustainable dilemma?
Paper 2: What is the greatest threat to sustainability?
Paper 3: Which sustainable solution holds the most promise?
Paper 4: What values drive sustainability?
Paper 5: proposed sustainable initiative (group)
a. Paper
b. PowerPoint Slides & Presentation
6. MICCER Case Presentation
7. Discussion leader
8. Course participation
Total
100
100
200
100
250
50
100
50
50
1,000
In all papers, provide references for your account of corporation’s actions.
Paper 1: The Sustainable Dilemma
How do firms address the sustainable dilemma? In this paper, you will demonstrate your
understanding of the sustainable dilemma by using it to analyze a specific action or incident.
Your paper should 1) summarize a key aspect(s) of the sustainable dilemma, 2) in the media,
identify a specific incident in which a corporation faced such a dilemma 3) describe how the
corporation responded to the sustainable dilemma, and 4) either justify the firm’s response or
describe how the firm could have responded better to this dilemma. (100 points; 1,000 words)
Paper 2: Threats to Sustainability
We have read, watched a feature documentary, and watched presentations about how business
threatens sustainability. Review these threats and identify the one that presents the greatest
danger and merits the most attention? Describe the origins of this threat, its magnitude, and the
reasons it has not been addressed. Conclude by speculating if, how, and when you expect
business, governments, or NGO’s to address this issue. You may discuss the greatest threat to
sustainability globally or at Puget Sound. (100 points; 1,000 words)
Paper 3: Sustainable Solution
We have read and watched numerous descriptions of how businesses have changed their
practices influenced and their business environments to better protect and sustain the natural
environment. Review these solutions and determine which one holds the most promise.
Conduct independent research on companies who have implemented this solution. In your
paper, describe this solution and the benefits that companies hope it will produce. In your paper,
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also describe how companies have actually implemented this solution, the benefits that it has
provided, and any unintended negative consequences that it created. Conclude by speculating
about this solution’s future. Will companies expand or reduce their use of this solution? Why or
why not? (200 points; 2,000 words)
Paper 4: Values Driving Sustainability
We have read three articles by Andrew Hoffman about values and sustainability: how values
evolve over time and, paradoxically, how values resist change, even in the face of evidence and
events that suggest a need for change. In addition, we touched on the role of values numerous
times during the first half of the semester (notably in ‘The Corporation’). Based on these studies,
identify the values that drive sustainability. In addition, identify the values that prevent
businesses from becoming even more sustainable. Finally, speculate about the current evolution
in values and whether that evolution will increase or decrease businesses’ pursuit of sustainable
initiatives. (100 points; 1,000 words)
Paper 5: Proposed Sustainable Initiative (Group Project)
Develop and propose a sustainable initiative to improve the University of Puget Sound’s
sustainable performance. Select one sustainable issue that the University of Puget Sound faces.
Analyze this issue and describe its importance to the University. Discuss the University’s
attempts to address this issue. Finally, and most importantly, propose a way for the university to
address this issue. Detail necessary changes in operations, equipment acquisitions, costs, and
benefits to the University as a whole. No recommended length. (250 points; no word limit)
Paper Presentation
Present your sustainable recommendation to the Sustainable Action Committee (John Hickey,
Dan Sherman, and ???) Prepare a 10 minute presentation of your proposed sustainable initiative
and answer questions from the judges for 5-10 minutes following your presentation. Note: you
must be present for presentations on 5/2 and 5/7 and the course wrap-up on 5/? at the end of
the term. Failure to attend class on any of these days will result in a 25 point penalty!
Presentation of MICCER Case Analysis
Present a group analysis of the case in the University of Washington, Tacoma’s Corporate Social
Responsibility Case Competition (MICCER). One team of four students will participate in the
case competition on Friday, April 19th. All other teams will present in class on Tuesday, April
16th.
Discussion Leader
Each student will sign up to lead class discussion once during the course of the term. On your
day as discussion leader, you are responsible for leading the class through the material for the
day. You may present a summary of the material to the class. Or, you may pose questions to the
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class that prompts them to identify key issues in the day’s reading. In addition, you will develop
at least three discussion questions on the day’s readings. These discussion questions should
investigate implications of the course material, stimulate conversation, and allow your
classmates to express a multitude of views (i.e. there should be no one “right” answer to
discussion questions)
Participation
This elective course is designed to stimulate your individual thinking and critical analysis. Your
participation score will reflect 1) your attendance (whether you are present and alert); 2) your
preparation (whether you have read the material); and 3) your insight (whether you bring good
comments or questions to class discussion).
Grades will be awarded based on points earned. Use the following schedule to translate point
totals into letter grades.
Grade
A+
A
AB+
B
BC+
C
CD+
D
DF
Percentage
98-100
92-97
90-91
88-89
82-87
80-81
78-79
72-77
70-71
68-69
62-67
60-61
Under 60
Points
980-1000
920-979
900-919
880-899
820-879
800-819
780-799
720-779
700-719
680-699
620-679
600-619
under 600
Want to Earn a Good Grade?
Concerned about your grade? Want help writing papers? Just ask. I am available to help you.
In addition, the writing center will help you create, improve, and polish a paper. Visit the Puget
Sound Center for Writing, Learning and Teaching in Howarth Hall, 105 or
http://www.ups.edu/cwlt.xml .
Also, the Harvard University writing center webpage has loads of helpful information:
http://www.fas.harvard.edu/~wricntr/resources.html
Want help with something else? Just ask.
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Complete readings and assignments before the beginning of the class for which they are listed.
Warning: If I suspect that you and your classmates have not completed the day’s reading, I
will administer a pop quiz.
#
1
2
Wk
1T
1TH
Date
1/22
1/24
Topic
Intro
Corporate
Social
Responsibility
3
2T
1/29
Shared Value
4
2TH
1/31
Sustainable
Dilemma
5
3T
2/5
6
3TH
2/7
7
4T
2/12
Sustainable
Issues
Sustainable
Issues
Sustainable
Issues
8
4TH
2/14
Solutions –
Property Rights
9
5T
2/19
Solutions –
Sustainable
Innovation
10
5TH
2/21
Solutions –
Supply Chain
11
6T
2/26
Solutions –
Process
Improvement






Reading
Course Introduction
Idea – Competitive Advantage
Freidman (1970) The Social Responsibility of
Business
Stakeholder Theory
Porter (2011) Creating Shared Value
Porter & Kramer (2006) Strategy & Society
Paper Discussion
Events
Paper 1: Paper Idea
Due
Paper 1: What is
the Sustainable
Dilemma?
 Hardin (1968) The Tragedy of the Commons
 Movie: The Corporation (Achbar & Abbott; 2003)
 Green to Gold – Chapters 1-4
 Video – Johan Rockstrom (2010) Let the
Environment Guide our Development
http://www.ted.com/talks/johan_rockstrom_let_t
he_environment_guide_our_development.html
 Liebcap (2009) The Tragedy of the Commons:
property rights
 Lloyd (2007) The Commons Revisited, p.1-9
 Green to Gold – Chapter 11
 Nidumolu (2009) Why Sustainability is Now the
Key Driver of Innovation
 Esty (2012) Green Rules to Drive Innovation
 Company: Interface Carpets
 Video:
http://www.youtube.com/watch?v=tmmPlISETJg
 Green to Gold – Chapters 12 & 14
 Chouinard et al. (2011) The Sustainable Economy
 Company: Patagonia, Wallmart
Video:http://www.youtube.com/watch?v=dMX
WxBC_qf0
http://www.youtube.com/watch?v=_FRwk5Ur9iI
 Green to Gold – Chapter 13
 Hart & Ahuja (1996) Does it Pay to be Green?
 Pil & Rothenberg (2003) Environmental
Performance as a Driver of Superior Quality,
 Company: Subaru
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Paper 2: what is
the greatest
sustainable threat?
12
13
6TH
7T
2/28
3/5
Case Analysis
Solutions Green
Marketing





14
7TH
3/7
Solutions –
Legal and
Regulatory




15
8T
3/12
Solutions Reporting
16
8TH
3/14
Solutions –
Your Solution
17
9T
3/26
18
9TH
3/28
Industry Wide
Change
No Industry
Wide Change
19
10T
4/2
Obstacles to
Change
20
10TH
4/4
21
11T
4/9
Analyzing
Sustainable
Initiatives
Mobilizing
Change
22
11TH
4/11
Maintaining
Change






Butcher and Wilson (2013) Theo Chocolate Case
Green to Gold Chapter 15
Building Brand Equity, Hoeffler & Keller (2002)
Company: Nike
Video:
http://www.youtube.com/watch?v=3osb4IYOw2Q
Green to Gold Chapter 16
Hoffman (2007) If You’re Not at the Table, You’re
on the Menu
Hoffman (2005) Climate Change Strategy
Statoil:
http://www.statoil.com/en/environmentsociety/e
nvironment/climate/pages/climateagenda.aspx
Green to Gold Chapter 17
Pounder (2011) Trends in Sustainability Reporting
Hubbard (2011) Beyond the Triple Bottom Line
Company: Puma, Unilever
Case: Victoria’s Little Secret
Paper Discussion Day
Paper 3: Paper Idea
Due
Paper 3: Which
sustainable
solution holds the
most promise?
Spring Break March 18-22
 Hoffman (2007) Institutional Evolution and Change
 Hoffman (2011) The BP Oil Spill as Cultural
Anomaly? Institutional Context, Conflict, and
Change
 Hoffman (2011) Talking Past Each Other?
 Video illustrating a difference in values:
http://www.youtube.com/watch?v=hEOjSQ3v_Rk
http://www.youtube.com/watch?v=kKTamH__xuQ
http://www.youtube.com/watch?v=RKwE08q8cWE
http://www.youtube.com/watch?v=Gm9hb8VuwgU
 Green to Gold – Chapters 5-7
 Epstein & Yuthas (2012) Analyzing Sustainability
Impacts
 Green to Gold Chapters 18-21
 Kotter (1994) Leading Change
 Video: companies changing beliefs about them:
 http://www.youtube.com/watch?v=owGykVbfgUE
 http://www.youtube.com/watch?v=SKL254Y_jtc
 Green to Gold Chapters 22-23
 Video: Ray Anderson TED
http://www.ted.com/talks/ray_anderson_on_the_
business_logic_of_sustainability.html
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Paper 4: What
values drive
sustainability?
Paper 5: Paper
Outline Due
4/12
MICCER
 MICCER Case Assignment Distributed
23
12T
4/16
MICCER
 MICCER Case Presentations
24
12TH
4/18
MICCER
 No class – attend MICCER on Friday
4/19
MICCER
Informal Paper
Presentation
The
Importance of
Listening
Presentation
Skills
 9AM-3PM
MICCER Case Competition - UWT
 Obtain feedback on your sustainable proposal
25
13T
4/23
26
13TH
4/25
27
14T
4/30
28
14TH
5/2
Present to SAC
 Dowling (2011) The Best Advice I ever Got
 Koch (2012) How One Entrepreneur Learned to
Sell
 Morgan (2008) How to Become an Authentic
Speaker
 Video: Presentation Zen, An Overview:
http://www.youtube.com/watch?v=50mHX8_B5-s
 Video: The 10-20-30 Rule
http://www.youtube.com/watch?v=MD60Likdgy4
 Video: How to Give an Awesome Presentation
http://www.youtube.com/watch?v=i68a6M5FFBc
 Video: Storytelling
http://www.youtube.com/watch?v=wjDgXjaWsCQ
 Presentations
29
15T
5/7
Present to SAC
 Presentations
30
16T
5/14
Final Exam 1012 AM
 Course Wrap-up
8
Case Presentations
Paper 5 Informal
Presentation
Paper 5:
Sustainable
Proposal Due
Proposal
Presentations
Proposal
Presentations