Airplane design has evolved, from triplanes and biplanes to single-wing models and, most recently, "intelligent" superjumbo designs. That parallels CSR reporting's conceptual shift from multiple bottom line models to a fully integrated model, writes John Elkington. "Superjumbo wings are massively intelligent systems, continuously monitoring their environments and rebalancing weight and flight dynamics," he notes. "That's what properly integrated reporting promises to help us do."

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