The study looked at how a company's stage of growth affects its efforts to be environmentally friendly and how this impacts its success. They found that being proactive about the environment can help a company do well in the market, no matter what stage it's in. This means that being environmentally friendly can give a company an edge over its competitors, even if it's not a new or innovative company. The results show that taking steps to protect the environment can benefit a company's bottom line, no matter where it is in its growth cycle.