Patagonia Books, a subsidiary of Patagonia Inc. acting as a publisher of writings devoted to nature and outdoor sports, is putting out “The Responsible Company,” a book written by Yvon Chouinard, founder and owner of Patagonia, and Vincent Stanley, the company's marketing director. The authors want to outline – supported by the description of examples from other companies – their own knowledge and experience on how to run an enterprise in a responsible way. The two writers refer to Patagonia's 40-year-old history and the lessons they took from it. The message of the book is both simple and challenging to companies in any industry: The authors call for a significant reduction of environmental burdens (and the expenses related to them), reasonable products and the necessary knowledge on the social and eco-friendly practices within the own company and affiliated partners in the supply chain.