Creating new value, rather than protecting existing structures, is enabling business in emerging markets to embrace sustainability as good business sense rather than as a reaction to external criticism.

Thus an egg producer in China, a plastic pipe manufacturer in Brazil, a Sri Lankan clothing manufacturer and a chemical producer in India share the competitive advantage of having incorporated environmentally and socially responsible business strategies. In a new report, entitled Market Movers: Lessons from a Frontier of Innovation, International Finance Corporation (IFC), a member of the World Bank Group, and SustainAbility tell the stories of these four emerging market companies that have pioneered new sustainable business strategies.