Book excerpt: Industrial ecology is a concept that has emerged in response to growing public concern about the impact of industry on the environment. In this framework the natural flow (or circulation) of materials and energy that takes place in biological ecosystems becomes a model for more efficient industrial "metabolism." What industrial ecology is and how it may be applied to corporate environmentalism are the subject of The Industrial Green Game. This volume examines industrial circulation of materials, energy efficiency strategies, "green" accounting, life-cycle analysis, and other approaches for preventing pollution and improving performance. Corporate leaders report firsthand on "green" efforts at Ciba-Geigy, Volvo, Kennecott, and Norsk Hydro. And an update is provided on the award-winning industrial symbiosis project in Kalundborg, Denmark. The Industrial Green Game looks at issues of special concern to business, such as measuring and shaping public perceptions and marketing "green" products to consumers. It offers discussions of the appropriate roles of government and private business.