"In periods of great flux and uncertainty, the people who love [change] are going to find opportunities," says Hoffman, a University of Michigan professor of sustainable enterprise. Author of "Climate Change: What's Your Business Strategy?", Hoffman visited Arizona State University recently as part of the Wrigley Lecture Series on Sustainability, co-hosted by the W. P. Carey School of Business and the National Center of Excellence on SMART Innovations.
"You can be completely agnostic about the science of climate change and still see the business implications for how it will change the market for goods and services," says Hoffman, who describes the issue of climate change as a market shift. "In any market shift there are winners and losers, and companies right now need to be thinking: 'What does it mean for your competitive position?'"
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