0316353000 New. No dust jacket as issued. Brand New! Support Radical Independent Pacific Northwest Booksellers! Trade paperback (US). Glued binding. 396 p. Contains: Illustrations. Audience: General/trade. Hawken (Ecology of Commerce) and Amory and Hunter Lovins of the Rocky Mountain Institute, an environmental think tank, have put together an ambitious, visionary monster of a book advocating "natural capitalism. " short answer to the logical question (What is natural capitalism? ) is that it is a way of thinking that seeks to apply market principles to all sources of material value, most importantly natural resources. authors have two related goals: first, to show the vast array of ecologically smart options available to businesses; second, to argue that it is possible for society and industry to adopt them. Hawken and the Lovinses acknowledge such barriers as the high initial costs of some techniques, lack of knowledge of alternatives, entrenched ways of thinking and other cultural factors. In looking at options for transportation (including the development of ultralight, electricity-powered automobiles), energy use, building design, and waste reduction and disposal, the book's reach is phenomenal. It belongs to the galvanizing tradition of Frances Moore Lapp? 's Diet for a Small Planet and Stewart Brand's Whole Earth Catalog. Whether all that the authors have organized and presented so earnestly here can be assimilated and acted on by the people who run the world is open to question. But readers with a capacity for judicious browsing and grazing can surely learn enough in these pages to apply well-reasoned pressure.