The impact from corporate business activities on the natural environment and society at large has been in focus for quite some years. The focus has often been on industry’s respond to concerns and stakes expressed by key holders as well as a potential influence on the bottom line. Therefore, it is relevant to study the situation between these two stages in order to identify to which extent corporate environmental initiatives actually lead to results and reductions. The research is based on data collected by surveys of industrial companies in Denmark in 1999, 2003, 2007 and 2011. They information collected will be analysed by applying techniques like linear regression and profile analysis. The paper shows that when initiatives have been taken the actual achieved improvements as well as reductions are perceived to be at a lower level compared with the level of the initiatives. This is in line with previous research demonstrating that companies generally are re-active in their attitude when perceiving stakeholder influence on taking environmental initiative and mainly respond to influence from stakeholders representing authorities, owners or employees. However, the size of the company may have a negative influence in some situations. That is, it seems to be easier for smaller companies to achieve an improvement compared to medium-sized companies.