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We agree with Walley and Whitehead with one caveat. We believe that many companies, vintage big wave surfing knowledge poster especially small and midsize ones, still have lots of opportunities for win-win solutions.

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Integrating environmental factors into a business strategy is not only a broad and deep process, but it will also involve big jumps and innovation. We see three crucial elements in this process. vintage big wave surfing knowledge poster  First, business needs to find ways to continue producing economically valuable goods and services while reducing their ecological impact dramatically. Accomplishing this goes beyond finding smarter and finer trade-offs between business and environmental concerns, as Walley and Whitehead suggest. It calls for developing new products and services. Take Walley and Whitehead’s example, the paper industry. In an article in the Winter 1993 issue of Business Strategy and the Environment, Vincent di Norcia, Barry Cotton, and John Dodge showed how environmental demands have changed dramatically the competitive position of the Canadian paper industry.

The former advantage of hinterland mill location has turned into a disadvantage because of lack of urban wastepaper supply. Users of paper, such as newspaper companies, are eager to use recycled newsprint, but Canadian producers have not kept pace with that development, viewing it as a threat instead of an opportunity. The paper industry faces a daunting range of environmental issues, including chlorine bleaching elimination, atmospheric pollution, and sustainable forest management. Thus a primary concern for this industry should be how to develop a strategy that integrates these pressures. Of course, efficiency is important, but to emphasize it too much misses the point. Business faces many environmental challenges. Regulations will become more stringent and more encompassing, public expectations for environmental performance will rise dramatically, and environmental considerations will pervade the marketplace. Companies will be forced to deal with those pressures if they want to thrive.