Beyond The Green Corporation

Imagine a world in which eco-friendly and socially responsible practices actually help a company's bottom line. It's closer than you think

BusinessWeek, January 29, 2007 — Under conventional notions of how to run a conglomerate like Unilever, CEO Patrick Cescau should wake up each morning with a laserlike focus: how to sell more soap and shampoo than Procter & Gamble Co.