By Peter Thayer Robbins

Company responses to environmental demanding situations are frequently held at once or ultimately liable for major world wide environmental destruction. firms are commencing to reply to environmental and social issues and are taking those under consideration. This approach, referred to as the greening of the company is fraught with contradictions because the ultimate goal of companies is to earn gains. Robbins analyses the techniques of 4 significant overseas businesses: ARCO Chemical; Ben & Jerry's; Shell; and The physique store.

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34 They can also provide the means for making a shift from control to clean technologies. Guidelines and principles for good environmental management have been established and promoted by many national and international organizations: the International Chamber of Commerce (ICC), the Business Council for Sustainable Development (BCSD), the Confederation of British Industry (CBI), the Coalition for Environmentally Responsible Economies (CERES), the Chemical Industry Association (CIA) and the European Industry Association (EUROPIA).

22 Greening the Corporation CONCLUSION The main aim of those seeking to engender environmentally benign practice in firms is to find ways of retaining corporate competitiveness, that is, through the maintenance of an environmental ‘level playing field’ where no one firm or group of firms has an ‘unfair’ economic advantage over another or others. Spurred by regulations and market incentives, firms can become ‘leaner’ and ‘greener’. It is true that many large corporations are highly visible, they are held accountable for their actions and can often afford to make environmentally beneficial changes to their production processes.

Periods of radical change are therefore needed in an overall path of incremental environmental innovation in order for the firm to grow effectively. Whatever path of environmental innovation a corporation may decide to follow, one of the first aspects its directors will need to evaluate is the role of existing and potential technologies used or produced by the corporation (Gouldson and Murphy, 1998). Environmental technology All technologies, including materials and equipment, have actual and potential environmental impacts.

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