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Strategy for Sustainability: A Business Manifesto by Adam Werbach

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CHAPTER TWO

Mapping Your Opportunities

An Analysis of Society, Technology, and Resources (STaR)

TSUKIJI MARKET IN TOKYO is a whirling mass of giant fish hauled from the depths of the ocean. Continuously operated since the Edo period, it is the largest fish market in the world. Its fishmongers, dressed in pale blue shirts, dark blue pants, and black wader boots, smoke filterless cigarettes and joke among themselves as large tuna sell for $10,000, $20,000, even $30,000 per fish. The men finish the auctions by six o’clock each morning. Fathers work beside their sons to slice the tuna with swordlike knives as they have done for generations. The speed, size, and efficiency of the market are stunning.

To prepare for my first visit to Tsukiji, I read ...

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