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Observatoire du Management Alternatif Alternative Management Observatory __ Fic

Observatoire du Management Alternatif Alternative Management Observatory __ Fiche de lecture Cannibals with forks The triple bottom line of 21st century business John Elkington 1997 Dalma Berkovics April 2010 Majeure Alternative Management – HEC Paris – 2009-2010 Cannibals with forks – The triple bottom line of 21st century business Cette fiche de lecture a été réalisée dans le cadre du cours « Histoire de la critique » donné par Eve Chiapello et Ludovic François au sein de la Majeure Alternative Management, spécialité de troisième année du programme Grande Ecole d’HEC Paris. Editeur : Capstone Publishing Ltd, Oxford Première parution de l'ouvrage : 1997 Parution : 1999 Résumé : Cette fiche de lecture à comme objectif de résumer l'ouvrage visonnaire de John Elkington. Cannibals with forks -The triple bottom line of the 21th century s'attache à promouvoir une nouvelle approche responsable au sein des grandes entreprises, qui tiendra compte des trois dimensions du développement durable : environnemental, social et économique. Présenté au travers de sept révolutions, Elkington démontre quels nouveaux enjeux les entreprises doivent affronter dans le siècle prochain. Mots-clés : stratégie de développement durable, responsabilité sociale des entreprises, parties prenantes Cannibals with forks – The triple bottom line of 21st century business Release: 1999 Publisher: Capstone Publishing Ltd, Oxford First release: 1997 Abstract: The objective of this review is to resume John Elkington's visionary book. Cannibals with forks -The triple bottom line of the 21th century promotes a new, responsible approach to businesses that should take into consideration environmental, social and economic dimensions of sustainable development. Presented through seven revolutions, Elkington reveals new stakes that companies will have to take into consideration in the next century. Key words: triple bottom line, sustainable strategy, stakeholder, people planet profit, Corporate Social Responsibility (CSR) Charte Ethique de l'Observatoire du Management Alternatif Les documents de l'Observatoire du Management Alternatif sont publiés sous licence Creative Commons http://creativecommons.org/licenses/by/2.0/fr/ pour promouvoir l'égalité de partage des ressources intellectuelles et le libre accès aux connaissances. L'exactitude, la fiabilité et la validité des renseignements ou opinions diffusés par l'Observatoire du Management Alternatif relèvent de la responsabilité exclusive de leurs auteurs. Table des matières 1. The Author and His Work...................................................................................................4 1.1 A Brief Biography of the Author......................................................................................4 1.2 The Significance of the Book...........................................................................................5 2. Summary of the Book...........................................................................................................6 2.1 General outline of the Book ..........................................................................................6 2.2 Main points of reasoning and principal conclusions.....................................................8 4. Bibliography of the Author................................................................................................14 5. References ...........................................................................................................................16 Berkovics D. – Fiche de lecture : «Cannibals with forks» – April 2010 4 I. 1. The Author and His Work A. 1.1 A Brief Biography of the Author John Brett Elkington is said to be one of the “deans of the corporate responsibility movement”1. In 2008, The Evening Standard described him as "a true green business guru," and as "an evangelist for corporate social and environmental responsibility long before it was fashionable." Since 1972 he has been engaged in environmental and social aspects of the modern capitalistic structure. One of his first initiatives was the foundation of the Environmental Data Services (ENDS), which now includes a rich portfolio of websites specialized in collecting and structuring information on key issues such as carbon trading or the evolution of European legislation. Later on, he gave birth to SustainAbility, the London-based think-tank and consultancy on sustainable development issues, and recently became the director of Volan Ventures, a consultancy firm focusing on the business of social innovation. Through his experience, John Elkington has become one of the most important personalities promoting sustainable values. Since the early 1980s, he has worked on what sustainable development might mean for business. He published several books, papers and articles, participated as a speaker at conferences worldwide, and was involved in efforts to bring together leading companies, the public sector and non-governmental organizations in the aim of a collective reflection on the pursuit of economic, social and environmental sustainability. After putting down his thoughts on the Bhopal disaster in The Green Capitalists, he had the idea to turn towards everyday people. With his colleague, Julia Hailes, he published in 1988 The Green Consumer Guide, a book which served as a catalyzer in creating a new wave of international consumer pressure on business. Always thinking in terms of global tendencies, his recent book, The Power of Unreasonable People (2008) focuses on questions related to the power and the opportunity of social entrepreneurs. 1 Business Week 2004 release Berkovics D. – Fiche de lecture : «Cannibals with forks» – April 2010 5 B. 1.2 The Significance of the Book Elkington's ideas have always been influenced and developed by numerous encounters he had with thinkers such as Max Nicholson, James Lovelock, or Rachel Carson. The fruit of these discussions and intellectual exchanges is a rather practical synthesis with the symbolic title, Cannibals with forks. Cannibals with forks is a milestone in the evolution of not only John Elkington's reflection on sustainability issues. Published before the turn of the millennium, Elkington gave birth to an essential principle, the Triple Bottom Line (TBL). This 'visionary' publication of the famous 'People, Planet, Profit' triangle tends to resume Seven Revolutions of the 21st century, which are to be taken into consideration by all businesses. Based on examples, the author tries to give concrete tools for companies who have committed themselves to sustainable development values. Above all, he even makes it as an imperative for every business to take into consideration the TBL principle. Even if the three aspects of sustainability– environmental, social and economic – existed already, his approach towards transparency and the stakeholder principle played a crucial role in shaping initiatives such as GRI (Global Reporting Initiative) or the Dow Jones Sustainability Indexes. Berkovics D. – Fiche de lecture : Cannibals with fork – Avril 2010 6 II. 2. Summary of the Book A. 2.1 General outline of the Book In Cannibals with forks, John Elkington is interested in emerging forms of capitalism and especially in how companies implement sustainability principles in their businesses. Based on concrete examples, he shows the seven dimensions of this revolution intending to harmonize the traditional financial bottom line with environmental quality and social justice. The structure of the four hundred page book is outlined below: Foreword vii Acknowledgement xiii 1 Executive Summary: Adapting to a 7-D World Part I Sustaining Capitalism In this part, Elkington questions the sustainability of capitalism in its actual form. He reviews the progress of greening capitalism movement in its early ages and examines the three waves of environmentalism from 1970 until 1997. At the end of this section, he explains the idea of shared zones between economic, environmental and social aspects before getting to a definition of the Triple Bottom line Principle. 2 Introduction: Is Capitalism Sustainable? 3 The Third Wave: Storming the Boardroom 4 The Triple Bottom Line: Sustainability's Accountants Part II Seven Revolutions For each of these seven revolutions (markets, values, transparency, life-cycle technology, partnership, time and corporate governance) Elkington covers a series of questions and tries to find an appropriate answer to them: 1. Why worry? - Why the trend in question is important, why invest in it? 2. What's new, gurus? - New ideas, different views of managers Berkovics D. – Fiche de lecture : Cannibals with fork – Avril 2010 7 3. Boardroom views – The implication of the director class 4. Bubbling under – Pioneers' experiences 5. Winners, losers – If the trend continues, which industries or regions will prosper 6. Keys to the 21st century – Three keys of business success for the next century. 5 Markets: Going for the Triple Win 6 Values: Ghost in the System 7 Transparency: No Hiding Place 8 Life-cycle Technology: Conception to Resurrection 9 Partnership: After the Honeymoon 10 Time: Nanoseconds To Go 11 Corporate Governance: Stakes in the Future Part III Transition In this part, Elkington focuses on sustainable companies by resuming in 39 steps the actions to take if a business wants to catch up with the latest trends. After, he gives his opinion about how to create an efficient regulation system, and then he lists some of the market changes needed for the transition. 12 Sustainable Corporations: Spirit of Zero 13 Mainstreaming: Market Makers Part IV Toolbox In the last chapter, the writer focuses on ways of measuring progress. Based on the changes he previews in stakeholder strategies, he underlines the fact that sustainability auditing will become essential for making his business transparent. 14 Sustainability Auditing: How Are We Doing? 15 Coda: Closing the Gap Appendix: Notes for a Sustainable Business Phrase-book Index Berkovics D. – Fiche de lecture : Cannibals with fork – Avril 2010 8 B. 2.2 Main points of reasoning and principal conclusions The structure of Cannibals with forks reflects well the logic underlying the author’s reasoning. Part I Sustaining capitalism ”There is no longer a debate about economic theory. The fundamentals are not contested anymore.”1 The roots of Elkington's discussion go back to the fundamentals of capitalism. Based on Lester Thurow's work, The Future of Capitalism, he makes it clear that the debate uploads/Management/ cannibals-with-forks-pdf.pdf