Like, any living organism, a company must constantly adapts to its environment or wither. Assets have, therefore to be: continuously exploited and adapted in. the- context, of a changing market. In developing pew activities the first step therefore.is to identify those' differentiated assets - special equipment, skill.s: and market outlets - which in combination make the- company unique. The purpose of this paper is, to suggest: a philosophy of industrial' ecology and to show-how a company's own peculiar resources and experience may be related to emerging market needs through continuity of product policy, cyclic regeneration and the dynamic product area.