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' 2011 Wiley Periodicals, Inc. Published online in Wiley Online Library (wileyonlinelibrary.com) DOI: 10.1002/tqem.20296 Many organizations are struggling with how to effectively operationalize sustainability initiatives for competitive advantage, particularly in these challenging economic times. The issue is especially important given that organizations often must undergo significant change efforts to reap the benefits of sustainability programs. In a recent Harvard Business Review article, David A. Lubin and Daniel C. Esty captured the essence of this challenge, noting, 'To gain an advantage in sustainability, organizations must solve two problems simultaneously: (1) formalize and execute a vision for value creation and (2) recast how they operate to execute new management structures, methods, executive roles, and processes tailored to sustainability demands.' Despite the recent downturn in the economy, E-World Recyclers was able to surmount these twin challenges. E-World adopted an integrated sustainability management approach as an effective pathway to creating positive triple-bottom-line impacts on people, planet, and profits.