Increasingly, ecological and social demands from a growing number of stakeholders add to the traditional economic and technical demands on a company’s products, services and production processes. Scientific evidence is more and more showing the importance of a stakeholder approach in incorporating these evolving demands into business strategies (Wheeler and Sillanpaa 1997; Harrison and St John 1998; Collins and Porras 1998; Svendsen 1998; Clarke and Roome 1999; Harrison and Freeman 1999; Freeman and McVea 2001; World Business Council for Sustainable Development [WBCSD] 2002; Waddock 2002).