The challenge of green business

Imagine a world that gets progressively cleaner...

Vivendi advertisement (1999)

... the fundamental assumption [is] that economic growth and the reso-lutionofecologicalproblemscan,inprinciple,be reconciled... ecological modernization suggests that the recognition of the ecological crisis actually constitutes a challenge for business. Not only does it open up new markets and create new demands; if executed well, it would stimulate innovation in methods of production and transport, industrial organization, consumer goods ...

Maarten Hajer, The Politics of Environmental Discourse (1995: 26, 32-3)

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