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Crash!: The Demise Of Fossil Foods And The Rise Of Abundance Paperback – March 13, 2009


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Product Details

  • Paperback: 248 pages
  • Publisher: CreateSpace Independent Publishing Platform (March 13, 2009)
  • Language: English
  • ISBN-10: 1441474838
  • ISBN-13: 978-1441474834
  • Product Dimensions: 6 x 0.6 x 9 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Best Sellers Rank: #6,975,478 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

Mark Edwards, Ph.D. has authored both a business and science best-seller and Green Algae Strategy was awarded the 2009 IPPY Gold Medal for the "Best Science Book." Mark serves as professor strategic marketing and sustainability at Arizona State University. His training includes engineering, oceanography and meteorology, U.S. Naval Academy and a MBA and PhD in marketing. Mark invented a series of advanced metrics including 360° Feedback and has worked with senior executives at many of the largest food, transportation and utility and energy firms over the past three decades. Mark serves on several boards of directors for green food and energy firms and writes and speaks on sustainable and affordable food and energy production. He also leads the Green Independence Alliance which is dedicated to three freedoms: hunger, oil imports and climate change.

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Format: Paperback
Crash! is a good introduction to algae fuel production and profitability avenues for this new industry. Although the book does not communicate specifics on how to grow algae, it does provide a good sense for the advantages that algae fuels provide over ethanol and other options. Particularly, algae is presented as a means to produce fuel, high nutrient value food, and clean water simultaneously (not to mention CO2 capture). On a side note, researchers at the University of Tulsa have found that algae biocrude is compatible with existing oil refinery infrastructure. While further research has revealed that algae cannot process bacteria and viruses, and therefore clean water must be used if the byproducts are to be used as food, I still found the ideas provocative. This books is accessible for a variety of readers including students and is a must read for anyone who aspires to live in a sustainable fuel society. People wanting more information regarding the economics of algae scale up should consult the Berkley study by Lundquist et al. (2010) "A Realistic Technology and Engineering Assessment of Algae Biofuel Production" as well.
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More About the Author

Mark R. Edwards, Ph.D.
Professor, Strategic Marketing and Sustainability
W.P. Carey School of Business, Arizona State University
480 235-8488 mark.edwards@asu.edu

Speaker, author, consultant and algal producer with expertise in:
* World Hunger - green solutions to solve the web of poverty and hunger.
* Energy - green solutions for sustainable and affordable food and energy.
* Water - recover, recycle and reuse human and animal waste streams.
* Entrepreneurship - develop, build, run and grow a successful business.
* Marketing strategy - competitive analysis, branding, positioning, promotion.
* Managing technology - product development, specs, staffing and testing.
* Science - technical applications for product and business development.
* Metrics - measures of effectiveness for people, customers, products and projects.

Mark Edwards graduated from the U.S. Naval Academy with a BS in mechanical engineering, oceanography and meteorology. He earned an MBA and PhD in marketing and consumer behavior and has taught strategic marketing, sustainability, leadership and entrepreneurship at Arizona State University since 1978. His industrial experience includes service as Personnel Director for The Greyhound Corporation during the 1970s, then 27th among the Fortune 500. He had responsibility for executive recruiting, compensation, O.D., and succession planning. Mark has also consulted for over 600 organizations globally in the areas of advanced metrics, leadership assessment and development, sustainablity and marketing.

Mark's teaching has focused on adding value through sustainability, marketing, customer relationships, organizational leadership and entrepreneurship. His recent work focuses on resolving world hunger and sustainable energy with green solutions. He has taught several interdisciplinary courses in engineering, psychology and sustainable world future. Mark is well-known internationally as an executive trainer, author and innovator of metrics that help people to learn and develop faster, to take actions to improve performance and to grow human capital.

Mark's extraordinary research, focused on new assessment technologies resulted in over 100 articles and 12 books, including a business and a science bestseller. This research was woven into an advanced technology business, TEAMS Intl., founded in 1978. By the late 1990s, TEAMS Intl. software was the number one installed networked software for assessing human performance, leadership and talent in North America. As CEO, TEAMS flourished and won numerous awards for leadership, innovation, creative metrics and recognition as an Inc. 500 fastest growing privately held company. TEAMS Intl. sustained success in international marketing, e-commerce, leaderhip assessment and development and was sold to to an international technology company in 2000.

Mark worked directly with some of the world's finest leaders to create advanced metrics for leadership assessment, development, placement and succession such as Roy Disney at Walt Disney Companies, Jack Welch at GE, Bob Galvin at Motorola, Andy Grove at Intel, Bob Crandall at American Airlines, Marshall Goldsmith and Ken Blanchard. Mark has worked with senior executives at 7 of the 10 Fortune "Most Admired Companies." He has consulted for Monsanto, Pioneer Seeds, DuPont, Nabisco, Quaker Oats, General Mills, Borden and many other agribusiness companies. He has worked with senior executives at 15 large U.S. oil and gas firms as well as British Petroleum and Saudi Aramco. He was retained by many U.S. departments and the military, including DOE, DOD, Special Forces and the National Labs.

Mark's unusual measurement innovations appear in numerous college text books on marketing, management, leadership, talent assessment and executive development as well as professional and trade magazines such as Business Week, The Wall Street Journal and Fortune Magazine. Selected awards include:

2010 * Selected by Algae Industry Magazine to write the Algae 101 column for the industry.
2009 * Indpendent Publisher Gold Medal for "Best Science Book," Green Algae Strategy.
2000 * The Financial Times "One of the Top 50 Executive Trainers in the World"
1999 * Top 10 Speakers at American Compensation Intl. Conference (out of 264 speakers)
1998 * Business bestseller, 360 Feedback: The Powerful New Model for Employee
1997 * Recognized as the "International Assessment Guru" in Budapest, Hungary.
1997 * Inc. 500 Award in Inc. magazine's Top 500 fastest growing privately held companies.
Three times in 90's * Human Resource Executive Magazine, "Top HR Product of the Year"

Mark's award-winning books in the Green Algae Strategy Series focus on sustainable and affordable food and energy (SAFE) production. His books are used in colleges, universities and institutes in over a dozen countries for courses in biology, botany, biotechnology, environment, sustainability, energy engineering, world future and global hunger. Green Algae Strategy won the 2009 Independent Publisher Gold Medal for "Best Science Book." Mark believes the message of SAFE production is so important that he enables free color PDF downloads of his books for students, faculty and food and energy policy leaders at http://GreenIndependence.org. His books are also available on Amazon.com and include:

* BioWar I: Why Battles over Food and Fuel Lead to World Hunger, 2008.
* Green Algae Strategy: End Oil Imports and Engineer Sustainable Food and Fuel, 2008.
* Green Solar Gardens: Algae's Promise to end Hunger, 2009.
* Crash! The Demise of fossil Foods and the Rise of Abundance, 2009.
* Smartcultures: Sustainable Food despite Climate Change and the Mass Extinction of Fossil Resources, 2010.

Mark pursues three goals through his social networking site http://GreenIndependence.org:
1. End malnutrition and hunger in the U.S. and our world.
2. End Biowar I where food is used for fuel and free America from oil imports.
3. Transform polluted waste streams into usable freshwater, food, feed, fuel, fertilizers and fine medicines using algae.

His vision: engage 10 million Green Masterminds globally who have the knowledge and capability for growing nutritious food and high-energy, carbon neutral biofuel locally with green solar energy captured in algae. Algae's green promise, storing carbon while producing food and biofuel offers green independence from oil imports for America and engineers hope for millions of global citizens who lack access to affordable food, feed, freshwater, fuel and fine medicines.

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Crash!: The Demise Of Fossil Foods And The Rise Of Abundance
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