This book investigates the historical origins of green entrepreneurship to challenge the perception that environmental business practices are a modern invention. Geoffrey G. Jones, a professor at Harvard Business School, utilizes extensive historical research and corporate archives to demonstrate that entrepreneurs have long integrated sustainability concerns into their business models. The text argues that the tension between profitability and environmental stewardship has been a persistent feature of the capitalist landscape for decades.

Experts recognize this work as a significant contribution to business history, noting its success in contextualizing modern sustainability within a broader timeline. Readers frequently highlight the depth of the case studies as a valuable resource for understanding the long-term challenges of ethical entrepreneurship.