SEEING ECOLOGY AND GREEN INNOVATIONS AS A SOURCE OF CHANGE

States that over the last few years, the growing importance of the eco logical question has led many executives to modify their business poli cies. The integration of ''green'' issues in the process of strategy f ormation has significant financial, managerial and organizational impl ications for the corporate system, thus requiring firms to re-design t heir value chain activities and processes. This paper aims at: analysi ng current patterns of environmental behaviour adopted by firms; discu ssing whether and how the ecological challenge must be seen as a major source of change, thus identifying specific implications on the corpo rate system of environmental entrepreneurship; presenting the basic tr iggers which may foster the introduction of innovative environmental p rogrammes.