In Ray Anderson's case he instituted a reordering of Interface's operations along sustainability principles and wrote a book, Mid-Course Correction: Toward a Sustainable Enterprise, that details his experiences. Many other companies, large and small, are adopting the concept, or at least aspects of it. Among them are Hewlett-Packard, Nike, Collins Pine Company, Fetzer Vineyards, Neil Kelly Company, Norm Thompson Outfitters, and the U.S. Army.

Proponents of sustainability believe it should be applied as broadly as possible across every facet of an enterprise.

Many see the stakes as high and the potential impact as far-reaching. Carly Fiorina, chairman and CEO of Hewlett-Packard, stated recently: “If technology firms simply follow ...

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