A casual reader of the popular press cannot help but notice that Business Week is beginning to look more like Sierra magazine. Conferences once reserved for environmental engineers and scientists are now populated by business executives proudly expounding on such themes as environmental stewardship and sustainable development. It would be easy-and incorrect-to dismiss many of these public pronouncements as corporate rhetoric chasing "green" consumers. In fact, industry has developed, and is applying, a set of managerial approaches and technical tools to create the next generation of environmental improvements.

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