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Normally, business leaders would welcome such a huge market as that which exists in the area of environmental improvement--- it is worth more than 500 billion dollars worldwide. But the terminology and rhetoric of the environmental improvement field have so confused and polarized thinking that the implications of such a valuable market are generally overlooked. Despite the huge economic gains shown by virtually every careful study, environmental improvement is generally referred to as a "cost" by most business executives, political fugures, and policy makers. Yet, like other industries, environmental improvement responds to a valid demand, and it creates jobs, profits, and positive benefits for citizens. Environmental improvement, according to management expert James Quinn, should be viewed as a market rather than as a cost.