The CEOs of Apple, Clorox, CVS, Home Depot and Hudson City Bancorp made wise decisions months ago that have those companies holding their own as the rest of the market suffers. For Apple, it was a well-timed negative ad campaign, while Clorox made the right call in producing green products under its own brand, with a Sierra Club logo on the bottle. "They brought greener products to the masses," says Joel Makower, editor of Greenbiz.com and a consultant to Clorox on the Green Works launch. "Now that was strategy."

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