To achieve sustainable development there is a need for policies to make the
economic-ecological relationship a more positive coupling. This paper conc
entrates on the part that innovation may play in helping to achieve sustain
ability. The paper examines the sources of variability in firm innovation a
nd size, regulation and sector are identified as key variables. Using surve
y data the stimuli and the type of environmental improvements that companie
s have made are explored. The results indicate that large, permit-based reg
ulation and leading sector companies are nearly twice as likely as other co
mpanies to have made environmental improvements.