ABSTRACT
FIGURE 18–1 IS AN ARCHETYPAL APPLICATION OF Michael Porter’s theory of corporate profitability from sustainability [see chapter 1]. Downloaded from Apple’s website in 2009, this advertisement embodied a major corporate initiative to seize a competitive advantage on the basis of sustainability. Apple was chafing from ratings (Newsweek 2009), which placed its principal rivals Dell and HP as the first and second greenest companies in the United States. “Apple and the environment” https://s3-euw1-ap-pe-df-pch-content-public-p.s3.eu-west-1.amazonaws.com/9780203107478/c2bc82bb-d1e1-4a9f-b07e-484744df4bd9/content/fig18_1_C.jpg" xmlns:xlink="https://www.w3.org/1999/xlink"/>
