This book explores how the problem of global sustainability could turn into a major force for innovation leading to enhanced firm performance. It addresses whether proactive environmental strategy and innovation are integrated with a firm's performance. The goal of this book is to advance the rapidly developing field of sustainable business beyond the straightforward logic of cost, waste and risk reduction.

The authors offer significant insight into how internal—life cycle design—and external—image and reputation—innovation strategies serve to mediate and possibly reinforce one another by investigating the relationship between proactive environmental strategy and innovation in relation to firm performance. The book includes empirical research, case studies and real-world examples as well as lessons learned from the successful and unsuccessful transformation initiatives of numerous international companies.

This book is primarily aimed at an academic audience of scholars, researchers and advanced students in the fields of finance, economics, sustainability, innovation and environmental studies and will also appeal to practitioners and industry experts in these areas.