recycles them. What can the company do to meet increased customer expectations, on one hand, while still finding a way to earn a profit on high$-$cost recycled materials?

Finally, advocacy groups, such as the Sierra Club, regularly protest Waste Management's landfill practices, deeming them irresponsible and harmful to the environment. Should Waste Management take on its critics and fight back, or should it focus on its business and let the results speak for themselves? Should it view environmental advocates as a threat or an opportunity for the company?

If you were in charge of Waste Management, what would you do$?$