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Today's fringe issues become tomorrows mainstream and generic market expectations. Between these two extremes - the fringe and the generic - lies a third territory. It is in this strategic territory that proactive companies have the best opportunity to influence the sustainability standards for their industry. The three sustainability territories are as follows: 1. The fringe, populated by newly discovered sustainability issues. 2. The strategic, where various norm-setting groups including businesses are working to establish new market standards. 3. The generic, where standard solutions have already emerged for discovered issues.
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