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Byline: Tine Herreborg Jorgensen The aim of this paper is to discuss a number of issues related to ISO 14001:2004, the international standard for Environmental Management Systems (EMS) with the purpose of improving the next edition in order to recognise and reflect new recognitions in approaches to pollution prevention. A case study is presented and shows lack of life cycle thinking in product development. This paper suggests changes of ISO 14001:2004 in order to include a more product-oriented approach and a stronger focus on stakeholders. It also suggests to formulate clearer demands for targets and environmental improvements and to include a demand for publication of an environmental report to promote a constructive dialogue with relevant stakeholders.