Why It Pays to Become a Rule Maker
Managers in some leading companies have pioneered a new approach to sustainability. In this approach, businesses have the potential to be rule makers as well as players in establishing environmental regulations. "There is an expression in Washington," says DuPont's Michael Parr, "that it is better to be at the table than on the menu." Indeed, by engaging with government on the structure of the phaseout of air conditioning chemicals, DuPont helped bring an end to one profitable product life cycle and spawn another.