Regulations governing corporate environmental practice have undoubtedly become more stringent over the past several decades, and companies' environmental performance records have, on balance, improved markedly as well. But substantial variation remains in how companies act on issues of environmental protection. Within any industry, leading companies gamer praise from regulators for voluntary initiatives and creative approaches, while laggards gamer penalties for failure to comply with permits. Even within a single firm, different facilities perform differently, and within a single facility, some environmental actions may be exemplary while others are remedial (Prakash 2000; Howard-Grenville 2000). Yet scholarship on corporate environmental management has largely ignored these facts. Concerned with advancing arguments for how corporations ought to act on environmental issues (Roome 1992; Gladwin, Kennelly, and Krauss 1995; Shrivastava 1995),' much early work failed to adequately account for how they do act. Shades of Green is one of the rare books grounded in the messy facts of corporate environmental practice. Not all companies are capable of being environmental leaders, nor do they aspire to be. Not all corporate environmental Jennifer A. Howard-Grenville is an Assistant Professor of Organizational Behavior at the Boston University School of Management. 1 thank Andy Hoffman for helpful comments on an earlier version of this essay. 1. These works argue for the paradigmatic shift of corporate management toward more "ecocentric" thinking and action, while others (e.g., Porter and van der Linde 1995) make the same argument from the perspective of competitive corporate strategy.