What is 'green'?

This article presents a framework for identifying who and what is behind the concept of 'green', the dynamics in which this concept is applied, and the strategic importance of this topic for companies. There is a need -- and a challenge -- for companies to become 'greener'. By integrating the knowledge of what is 'green' into their business strategies, companies can become more sustainable; respond to society's environmental demands in an ethical and equitable manner; avert risk; improve their efficiency; increase customer focus; and become more competitive! However, determining what is good for the environment is a complex task. And it is even more difficult to figure out how to link this knowledge to business practice. The full scientific information to know a company's actual environmental impact, or what constitutes a positive or benign interaction with the natural environment does not yet exist. To have a complete understanding of what is best for the environment will take time, effort, and continuous multi-way dialogue. In the short-term, more can be learned about what is 'green' from a range of social stakeholders who evaluate and make judgments about corporate environmental performance. Although still, the main task is to identify whose opinion counts! The ultimate key for understanding this issue is when companies begin to take better environmental and business decisions that recognize the dynamics in which the similarities, differences, and inconsistencies in stakeholders' approaches take place, and which recognise the limitations in existing information, methodologies, and tools.