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state in the introduction of Novo Nordisk's Annual Report 2007: At Novo Nordisk we believe in the power of the possible, Our vision is one of civilisation based on sustainability, partnership and respect for the individual. Sustainability is a powerful, unifying force. We believe it is possible to be commercially astute and socially aware. To accelerate growth and minimise environmental impacts. To earn competitive returns and contribute to economic prosperity for society. These are the cornerstones of the Triple Bottom Line principle upon which we build our business[4] . Executive management at Novo Nordisk has a strong tradition of corporate values and sustainability as an integrated part of the company's culture and for the last twenty years also an integrated part of the corporate brand. Mads Øvlisen, Novo Nordisk's CEO until 2000 and Chairman until March 2006, often expresses strong views in the business press, on a number of occasions on the front page, on issues of sustainability. Additionally, many Danish business managers agree that he is the embodiment of corporate sustainability: This is Mads Øvlisen, the former CEO of Novo Nordisk and one of the most admired individuals in Danish business. As he retired in 2000 after 19 years as chief executive officer in Novo Nordisk, he had increased the number of employees from 4.000 to 15.000. He has won prizes for his management style of trustworthiness, and he has made Novo Nordisk synonymous with corporate social responsibility. But he has remained the approachable Mads with tucked-up sleeves. Øvlisen is a success, a living legend, a walking lump of gold ([19] Euroman , 2005, p. 46). He has participated in a number of government and business initiatives in this area, as well as contributing to the foundation of the European Academy of Business in Society. He is also an adjunct professor of corporate social responsibility at Copenhagen Business School and in 2006 he was appointed one of two European business managers to join United Nation's Global Compact Committee. Novo Nordisk's annual financial report of 2003 demarcates top management's dedication to sustainability, as it carries the same title as the sustainability report 2003: "What does being there mean to you?" In the welcome letter the CEO, Lars Rebien Sørensen and the then chairman, Mads Øvlisen, explain why stakeholders matter to core business: Whom do corporations serve? Not so many years ago, we would have said "shareholders", without hesitation. But increasingly business enterprises are recognising commitments to serve other stakeholders - such as customers, employees, societies at large - in addition to shareholders. In order to serve the long term interest of stakeholders, companies must regards it as core part of their business to assume a wider responsibility and consider broadly the wide range of factors which may impact its ability to generate returns over long periods of time[5] . The continued and conspicuous commitment to sustainability is reinforced in the 2004 annual report, which is the company's first integrated triple bottom line report combining economic, environmental and social results. In the opening, the commitment is stated clearly by Lars Rebien Sørensen and Mads Øvlisen on page 1 of the 2004 Annual Report: Novo Nordisk takes a multi-pronged approach to providing better access to health through capacity building, a preferential pricing policy for