Forbes Recommended Business Opportunity

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                                 FALL 2006 SEMESTER

PROFESSOR:                Stephen Fowler
TEL:                      415.648.4811 (office)
                          415.648.0808 (cell)
HOURS:                    Monday 6.15 p.m. - 9.00 p.m.
LOCATION:                 Malloy Hall LL5
OFFICE HOURS              Before and after class


Studies by organizations such as Price Waterhouse, Arthur D. Little and Stanford University
suggest that most major companies in the US now accept the need to consider
environmental and social impacts in developing their strategies. This attitude represents an
important shift from prior strategic thinking on the part of companies.

This course will provide students with an understanding of the reason behind this change
and offer a thorough introduction to the concept and practice of business sustainability.
The course will examine important topics such as pollution prevention, product stewardship,
sustainable development, the triple bottom line, brand and reputation, corporate social
responsibility and stakeholder theory. The course will place a heavy emphasis on practical
examples from the business world and, as such, will make extensive use of guest lecturers
and case studies.


The course will use theory, case studies, readings and projects to give students practical
insights into the considerations managers must consider in deciding the extent to which they
should incorporate sustainable business principles into company strategy. Most weeks, the
session will include a lecture from an outside speaker who will speak on an important issue
of relevance to the course.

By the end of the course, students should have a clear understanding of the theory and
practice of business sustainability and how it can impact a company’s strategy.

Specifically, students should have gained an understanding of most of the following subjects:

      The history of environmentalism
      Fiduciary responsibilities of managers
      The competitive implications of a sustainable business strategy
      The concept of an ecological footprint
      The triple bottom line concept
      The shareholder primacy v. stakeholder debate
      The importance of NGOs and their potential impact on business
      Design for Environment, biomimicry and other ecological design theories
      Socially Responsible Investing
      Marketing and the concept of greenwashing


Grading will be assessed as follows:

Class Participation            10%
Class Presentation 1           20%
Class Presentation 2           20%
Paper                          50%

Missing more than two classes without good reason will negatively impact the grade issued.

There are two assignments:

The first assignment will consist of a mock presentation to the CEO of a proposed
sustainability initiative within a company. The objective of each team is to get their
initiative approved by the CEO. Students will present in teams of two/three and will have
10 minutes to make their presentation.

The second assignment will consist of either :
   a) a business plan for a new sustainable company, or
   b) a business plan for a new sustainable initiative within a company, or
   c) a case study of a company that has implemented a sustainable business strategy or

The second assignment will involve a class presentation in which you will present your
progress to date and a final paper. The term paper is due by December 4th, 2006 – guidelines
as to the length of the paper and other style issues will be provided in class. All topics need
to be approved by the lecturer and should be chosen by October 16th, 2006.


Required Books

      Capitalism at the Crossroads (CATC): The Unlimited Business Opportunities in
       Solving the World's Most Difficult Problems - Stuart L. Hart.
      Natural Capitalism – Paul Hawken, Amory Lovins, L. Hunter Lovins

Recommended Books

      Cannibals With Forks – John Elkington
If you are looking for academic references in connection with your presentations or paper,
the following journals are recommended:

       Business Strategy and the Environment
       Harvard Business Review
       Journal of Business Ethics

You are also encouraged to read the popular press every week for current topics that are
relevant to the course. Some good business sources are:

       The Economist
       The Wall Street journal
       Business Week
       Fortune Magazine
       Forbes Magazine

Reading will be assigned on a weekly basis in accordance with the subjects to be covered at
the following lecture.


As of writing some speakers are still to be confirmed and, as a result, subject to change.

Date:        Details:
August 28    Optional trip to Red Vic to see Baraka – Note starts at 4.30 p.m.
September    No Class – Labor Day
September    A. The basic history of environmentalism, the current state of the environment &
11              the future of the environment.
                Speaker: Rob Toia - Chair, Department of Environmental Science

             B. Introduction to Class


                 1. CATC - Prologue, Introduction & Chapter 1, From Obligation to
                    Opportunity and Chapter 2, Worlds in Collision
                 2. Tragedy of the Commons
                 3. Industrial Ecology – Chapter 1

September A. Population and Sustainability
18        Speaker: Rob Toia - Chair, Department of Environmental Science

             B. Fiduciary responsibilities of managers., the shareholder primacy v. stakeholder
             debate, the competitive implications of a sustainable business strategy, the triple
             bottom line concept.

                1. CATC – Chapter 3, The Sustainable Value Portfolio
                2. Pages 1-15 Population Environment and Development

September A. The ecological footprint, its limitations and its benefits.
25        Speaker: Justin Kitzes – Global Footprint Network

            B. Sustainability toolkits. Class Exercise – calculating ecological footprints


                2. Sustainability toolkit handout.
                3. CATC – Chapter 4, Creative Destruction and Sustainability

October 2   A. Globalization, the implications for business and its effects on developed and
            developing countries.
            Speaker: Kevin Danaher – CEO, Global Exchange

            B. The importance of NGOs and their potential impact on business, brand and
            reputation. Case Study ForestEthics and Victoria’s Secret.


                1. Collaborating with Activists

October 9   A. A critical review of corporate governance
            Speaker: Professor Dibadj - Department of Law at USF.

            B. Pollution prevention, product stewardship and sustainable development. Case
            study – Patagonia.


               1. Paper - Competitive Implications of a Sustainable Business Strategy,
                   Stephen Fowler/Chris Hope
October     A. Sustainability in practice – 1
16          Speaker: Helene York MBA, Bon Appetit Company Foundation

            B. Class Presentations – assignment 1.


                1. CATC - Chapter 5, The Great Leap Downward and Chapter 6, Reaching
                   the Base of the Pyramid

October     Field Trip to Anchor Steam Brewery.
            1. CATC – Chapter 7, Broadening the Corporate Bandwidth
           2. Anchor Steam website
October    A. The effects of design and process on sustainability and business.
30         Jay Baldwin, author, inventor

           B. Class Presentations – assignment 1.


               1. Handout -- Cradle to Cradle Chapters 1 – 4

November A. Socially Responsible Investing
6        Speaker: Lloyd Kurtz – SVP, Nelson Capital Management

           B. Preparation for Assignment 2.


               1. Paper - Sustainable Business Indices, Stephen Fowler/Chris Hope
               2. CATC - Chapter 8, Developing our Native Capability

November A. Issues in the supply chain
13       Speaker: Ken Weimar - Director of Development, KickStart

           B. Case Study Patagonia


               1. Patagonia Case Study
               2. CATC - Chapter 9, Toward a Sustainable Enterprise

November Thanksgiving
November Class Presentations – assignment 2
December Fish Banks Game

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