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The Natural Step for Business examines how four very successful "evolutionary" corporations in Sweden and the United States - including IKEA and Scandic Hotels in Sweden, and Collins Pine and Interface in the U.S. - are positioning themselves for long-term competitiveness using The Natural Step as a central part of their corporate strategy. Nattrass and Altomare puncture the myth that a company must choose between profitability and care for the natural environment, and present a timely and practical application of this exciting model for global sustainability.
Brian Nattrass and Mary Altomare are co-founders of The Natural Step/Canada. Brian Nattrass is a corporate lawyer, has served as CEO of a Canadian public company and as Chairman of Earth Day International, and consults to corporations throughout North America. Mary Altomare is Vice-President of Innovation Strategies, Inc. where she specializes in organizational development, and serves as an advisor to many environmental organizations, including Earth Day and Green Seal. Both live in Gibsons Landing, British Columbia. Karl Henrik Robèrt is the Swedish founder of The Natural Step; author Paul Hawken heads the U.S. Natural Step organization.