"Environmental protection is a question of long–term survival for individuals, companies, and society. Activities must be adapted to nature's own limitations in terms of resource use and pollution. Environmental care must be a cornerstone in our operations and must characterize our daily work."Leif Johansson President and CEO Electrolux Though some may debate it, real progress has been made over the past two decades in how companies around the world manage operations to minimize environmental impact and to clean up past mistakes. In the United States, regulations and the threat of legal action have been primary motivators for improved environmental performance. In Europe, market forces and competition have yielded progressive results that make interesting comparison to those from the United States. When we look at what drives European companies to launch environmental initiatives, we find competitive and strategic concerns shaping key decisions.