CO",TE:-;TS IX

Collision Course 40

New Lenses on the Global Market 42

Developed Markets: Reducing Corporate Footpri nt 44

Emerging Markets: Avoiding the Collision 47

Trad itional Markets: Understanding Real Needs 50

The Value Proposition 55

Notes 55

chapter 3 The Sustainable Va lue Portf olio 59

Sustainability Buzzwords 60

Elements of Shareholder Val ue 62

The Buzzword Sort 64

Con necting the Dots: The Sustainable ValuePortfol io 67Growing Profi ts and Reducing Risk Through

Pollution Prevention 68

Enhancing Reputation and Legitimacy ThroughProduct Stewardship 69

Accelerating tnnovmion and Repositioning Through

Clean Technology 72

Crystallizing the Firm 's Growth Path and Trajecto ry at

the Base of the Pyramid 73

Chart ing the Sustainable Value Portfolio 76

The Road to Sustainability 78

Pursuing the White Space 81

Notes 83

PART TWO BEYOND GREENING

chapter 4 Creative Destruction and $ usta ina bi lity

Continuous Improvement Versus Creative

DestructionGreening = Continuous Improvement

Beyond Greening = Creative Destruction

Deve lopi ng an Bcomagination

From Texti le Dyes to Biomaterials

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