ABSTRACT
Don’t get us wrong: we have nothing against the “sweetheart companies” designed first and foremost to be green and socially responsible, the Patagonias and Whole Foods of the world. These enterprises are built from the very start on the foundation of sustainability values and principles. Yet, with all due respect, they have it almost easy, while the traditional players have to struggle to transform themselves into more sustainable versions of their former selves. Of course, it is an immense task to build the world’s best vacuum cleaner, but just imagine what it would take to transform that working vacuum cleaner into the world’s best TV set – without unplugging it or slowing down its performance!
