Seeing ecology and “green” innovations as a source of change

States that over the last few years, the growing importance of the ecological question has led many executives to modify their business policies. The integration of “green” issues in the process of strategy formation has significant financial, managerial and organizational implications for the corporate system, thus requiring firms to re‐design their value chain activities and processes. This paper aims at: analysing current patterns of environmental behaviour adopted by firms; discussing whether and how the ecological challenge must be seen as a major source of change, thus identifying specific implications on the corporate system of environmental entrepreneurship; presenting the basic triggers which may foster the introduction of innovative environmental programmes.