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The concept of eco-advantage, popularized by Daniel Esty and Andrew Winston's book, Green Into Gold, focuses on ways that smart companies can do more than merely comply with environmental policies and pressures. Leading-edge companies go beyond the basics of cutting waste and operating efficiently. They embed environmental considerations into all aspects of their operations. To do this, they:
- Design innovative products to help customers with their environmental problems or create new eco-defined market spaces
- Push their suppliers and partners to be better environmental stewards or select them on that basis
- Collect data to track sustainability performance and establish metrics to gauge progress
- Partner with non-governmental organizations and other stakeholders to locate and implement innovative solutions to environmental problems
- Engage all its employees in the eco-advantage culture through ambitious goal-setting, incentives, training, and tools
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