Challenge of Going Green

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Publication Date:
July 01, 1994

Responding to environmental problems has always been a no-win proposition for managers, report Noah Walley and Bard Whitehead in “It’s Not Easy Being Green” (May-June 1994). Help the environment and hurt your own business, or irreparably harm your business while protecting the earth. Recently, however, a new common wisdom has emerged that promises the ultimate reconciliation of environmental and economic concerns. Being green is no longer a cost of doing business; it is a catalyst for constant innovation, new market opportunity, and wealth creation. This new vision sounds great, yet it is highly unrealistic. Environmental costs are skyrocketing at most companies, with little chance of economic payback in sight. Given this reality, should “win-win” solutions be the foundation of a company’s environmental strategy? In this issue’s Perspectives section, twelve experts assess both viewpoints.

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Challenge of Going Green

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