IGURE 18-1 IS AN ARCHETYPAL APPLICATION OF Michael Porter’s theory of corporate profi tability from sustainability [see chapter 1]. Downloaded from

Apple’s website in 2009, this advertisement embodied a major corporate initiative to seize a competitive advantage on the basis of sustainability. Apple was chafi ng from ratings ( Newsweek 2009), which placed its principal rivals Dell and HP as the fi rst and second greenest companies in the United States.