No company is an island. Each operates in a societal context and is obliged sooner or later, as our previous discussion has shown, to adapt to changes and demands occurring both outside the company and inside its walls, among its coworkers. It is our objective in this chapter to help companies assess this context and the manner in which they are likely to evolve in the future, as a basis for the definition of their environmental management strategy.

The approach we propose is that a company should take two steps towards defining its environmental endgame. First, scan the environmental horizon to determine an initial mental model of its particular differentiation space; and, second, select its preferred ...

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