Conventional wisdom holds that as transnational companies expand into new sites and markets, they leave behind North America's and Northern Europe's stringent environmental, health, and safety performance requirements. The reality is quite different. Leading transnational companies have known for some time that sound EHS performance is vital to success wherever they operate. Host countries expect the best from firms with global resources. The financial community is very sensitive to the risks and liabilities of mediocre environmental performance. Advocacy groups don't hesitate to hold companies accountable for lapses in EHS practices wherever they occur. And consumers – especially in Europe – can be motivated to punish companies at the cash register when they perceive them as environmentally irresponsible.