Forest Reinhardt addresses a number of important issues. One of the mostimportant has to do with the potential for improved environmental management strategies to enhance economic performance. He critically examines three potential ways in which firms can gain competitive advantages from being “greener”: namely, by product differentiation, lowering production costs, and reducing financial and political risks. He correctly notes the limitations of the first of these: at least in the United States, there are remarkably few documented cases of successful ecomarketing. Notwithstanding their responses to publicopinion polls, few consumers appear willing to pay a premium for products that are produced in more environmentally responsible ways-unless such products also provide them with direct benefits, such as organic food.