Many CEOs want to make a difference beyond the bottom line. Convinced that companies should play a positive role in environmental stewardship and social development, they declare sustainability a top priority, launch a new program, hire a chief sustainability officer, and commit millions of dollars and hundreds of hours of management time to the effort. Then momentum fades and the grand plans for making a difference fizzle out.
It is a frustrating phenomenon—and all too common. Only 12...
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