For those who maintain that companies have no business getting involved with responsibility-driven endeavors because, after all, "the business of business is business" there is often a lack of awareness of the business benefits-and practical imperatives-associated with responsibility-driven endeavors. Likewise, critics who point out that it is only for shameless cost or reputation-related motives that companies adopt responsibility-driven platforms often fail to acknowledge the many positive social and environmental outcomes even of initiatives with top or bottom line-driven goals. Case study interviews with firms of all sizes indicate that these critiques illuminate an outmoded way of understanding the social, economic, and environmental imperatives of this historic moment.

To be honest, I'm a bit "greened out" at the moment. I feel like I did a few years ago, when RFID was all the rage. The first few months of RFID were exciting, learning about the technology and listening to executives at Walmart, Gillette (now P&G), and other early adopters talk about their ambitious plans. But as the months went by, there were fewer and fewer new developments to discuss or analyze. Every conference had the same set of speakers, and all the case studies (what few there were) started to sound the same. I think we've reached a similar plateau with green supply chain management.

Corporate responsibility agendas revolve around a triple bottom line (TBL) framework geared to benefit: people, planet and profit. A great deal of business-focused, sustainability research emphasizes a transformation of business processes that support the goals of planet and profit and neglects the centrality of people in making it happen.