Executive Oyerview Corporofions in North America, Europe. lapan. and in mqst newly industrializing notions are embracing environmental protection crs port of their internofjonal competitive strategies. For many firms, the shift to proactive environmental monogement is driven by pressures from governments, customers, employees, and competitors. Boih consumers and investors are beginning lo see more clearly the relofionship between business performance ond environmenfol quality. The,trend toward proactive environmentof management is being ucceleroted by public pressures on governments almost everywhere to assure a cleaner environmenf. Government regulations have become more s[ringeni, legal liabilities for environmental damage have become rnrxe burdensome. and customers hove become more demanding. Bul more importantly. there is growing evidence that firms that adopt proactive environmental monogemenl strategies become more efficient land competitive. ln many countries, the public has become more vocal in demanding responsible environmenlol performance os incomes rise and education spreads. Calls for responsible corporate behavior ore coming from investors. insurers. environmental interest groups. financial institutions. and international trading partners.. .

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