The Greening of Corporate America: Is it Profitable or Just the Right Thing to Do?

by Anne Fiedler, Ph.D.

Core Values

Responsibility
The obligation of corporations to do what is best for society. For example, with the prices of fuel skyrocketing, should companies get fuel any way they can, even if it is bad for the environment?

Integrity
Standing up for your beliefs about what is right and what is wrong and resisting social pressure to do wrong. For example, Nike spent millions of dollars to develop a new method to produce the Nike Air when they found that the gases that they were using were damaging the Ozone layer. Patagonia makes clothes only using materials that are recyclable and environmental friendly, even though this results in a smaller profit.

Pursuit of Excellence
The attempt to achieve a state of superiority. The company considered "The Most Admired" are known for their "green" practices.