Is environmental protection always detrimental to firms’ competitiveness ? This articles highlights that environmental and economic performance are not always substitute but might sometime be complement for firms. Relying on economic theory, illustrative examples and a review of empirical evidences, we analyse the mechanisms of profitable green strategies. We distinguish among four channels of both increasing of environmental and economic performance : demand, technology, organizational design and financing.
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Ambec et al. (2009) studied this question.
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