More broadly, the ABB executives wondered about the question of whether they should be green when it pays, or green by conviction. According to Strmblad, at least one member of the companys external Environmental Advisory Board had argued that there was no difference, since it always paid to be green, with cost recovery occurring automatically if a company was eco-efficient. But Strmblad was not so sure.55 And if they decided to be green by conviction, should they extend this management philosophy into the social arena as well?