“…The last 10 to 15 years have seen a marked shift from a pure regulatory approach towards the slow rise of greening as a corporate issue. The greening of markets is now becoming apparent, particularly within the last couple of years, as a consequence of the topical climate debate (Andersen, 2004;Ecotec, 2002;European Commission, 2006;Frondel, Horback & Rennings, 2004;Hitchens, Birnie, McGowan, Triebswetter & Cottica, 1998, Hitchens, Trainor, Clausen, Thankappan & De Marchi, 2002Malaman, 1996;Organisation for Economic Co-operation and Development [OECD], 2008a, 2008bRand Europe, 2000a, 2000b. As the environmental agenda has changed, so has the notion of eco-innovation.…”