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This superbly researched, powerfully reasoned book shatters one of the most destructive business myths of our time: that a corporation must choose between higher profits and protection of the environment. Instead, as the authors demonstrate with compelling case histories of ten spectacular corporate success stories of the 1990s, the opposite is actually true: A corporation that makes the environment a major priority not only reaps a huge harvest on the bottom line, but also gains a vital edge in the unrelentingly competitive marketplace of this decade of cost cutting. The reason for this is almost staggeringly simple. Pollution of all kinds is just another word for industrial waste, and waste is exactly what no corporation in search of total quality in its product and of complete acceptance by the consumer can afford today. The Total Quality Corporation also provides a fascinating overview of the growing challenges facing the three major economic regions of the world - Europe, Japan, and America. How corporations respond and how fast they do it will determine who wins in the ever more demanding race for global marketshare. And the race has already started, as is evident in this timely, compelling book.