ABSTRACT
Among established industries, the phrase “sustainable business” is being introduced into the corporate lexicon and is beginning to take a slight hold in the marketplace. Ford Motor Company is moving toward fuel-efficient vehicles more aggressively than is mandated. BP is exploring the viability of biodegradable products and renewable energy. This movement will be successful when the practice is so ubiquitous that one again refers only to “business,” because the designation “sustainable” is understood and fully integrated into all aspects of strategy, operations, practices, and products.
