Question: Introduction IP, a large public company, is one of the world's leading generators of electric power. The board of directors has stated that the company's corporate aim is to be the leading generator of electric power in the world, building a business which is profitable and provides long-term shareholder value. The directors have set a financial objective of increasing IP's gross operating profit percentage to 1.2 times its current level over the next three years. The board of directors is willing to consider undertaking environmentallyfriendly as well as conventional methods of power generation. (Environmentally-friendly methods of power generation can be regarded as non-conventional.)