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Unformatted text preview: ” These views may reﬂect legitimate doubts; they may also reﬂect a misunderstanding or misinterpretation of
sustainability. For example, we have observed several companies that express many of the arguments listed
above—but that are redesigning their products and business processes to have a lighter environmental
footprint because it “makes good business sense.” Some Companies Are Acting Decisively and Winning
While the vast majority of companies have yet to commit aggressively to sustainability, our survey and
interviews conﬁrmed that there are noteworthy exceptions. The group of so-called ﬁrst-class companies
in sustainability, as identiﬁed by survey respondents, is populated by the usual suspects often highlighted
in business articles, reports, books, and sustainability indexes. The top ﬁve cited most often by survey
respondents were GE, Toyota, IBM, Shell, and Wal-Mart.7 But some lesser-known names also surfaced, such
as Rio Tinto, Better Place, and IWC (International Watch Company). In aggregate, these companies are
demonstrating that a sustainability strategy can yield real results. (For more about Nike—one of the companies
that our survey respondents...
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- Spring '14