Beyond marketing campaigns and good intentions, it is time to look at the greening of America's businesses from the long-standing perspective of supply and demand.

Suddenly, everyone is "green." A quick scan through leading business publications would leave the uninitiated believing corporate America is hell-bent on solving the global environmental crisis. Yet take a look around - nothing seems to be all that different. Buildings with nobody inside still light up the city skyline; highways are still choked with fuel-inefficient vehicles ferrying solitary souls. So what gives? How is everything the same, while everyone claims to be more environmentally conscious?

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