In the past, the business had only one objective- to achieve its strategic goals and to generate profit. Nowadays, the businesses are required to respect the environment in which it operates. Since a business enjoys a variety of benefits provided by the society, the business is also expected to 'give back to the society'. The consumers especially in the developed world pay increasingly high attention to how and where products are made and are ready to 'punish' unethical behavior. Every company has a set of stakeholders (individuals or groups that have some interest on the way the company operates). Every company's objective should be to satisfy a wide range of stakeholders in order to sustain growth and remain competitive. Porter highlights the specifics of today's world, naming awareness as an important factor. He claims that often businesses are perceived as the problem (creating pollution), which is true only for some businesses and large portion of busi