Jouko Karvinen, CEO of Finland’s Stora Enso believes that environmental concerns and corporate reputation are becoming critical factors for companies that do business internationally, thanks to ever more demanding customers. He respects the tenacity of Asian business leaders, as Asia is now a global competitor for more established multinational corporations. “Asian people have come into these industries as challengers,” he says. “And they have—industry after industry—been very successful.” Meanwhile, he says, Americans and Europeans have underestimated the Asian challenge. “Typically, the industries in Europe and North America start cutting costs when it’s too late.”