See sustainability posting..
Green is a strategy; Five steps to “differentiated” sustainability for a full embrace of environmentalism.
In 2004, when General Electric Company CEO Jeffrey Immelt presented a plan for a green business initiative to 35 top executives at the company, they voted against it. Perhaps it was inevitable: GE had a spotty environmental record up to that point, and its leadership had consistently declined to voluntarily address high-profile problems, such as the company’s role in polluting New York’s Hudson River with PCBs from an upstate electronics plant. But Immelt refused to take no for an answer and overruled his team. Today the initiative, called Ecomagination, is one of the most widely recognized green programs in the corporate world.
Follow this link for more.. http://www.strategy-business.com/article/00013?gko=e5d36