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Campaigns by non-governmental organizations (NGOs) pressuring companies to adopt sustainability standards have caught academic interest in recent years. Critics of this approach toward increasing biodiversity protection and social justice argue that campaign successes are often short-lived while proponents emphasize the potential of NGO campaigns to achieve positive environmental and social change in the absence of governmental legislation. Focusing on the recent forest conservation policy of Asia Pulp and Paper (APP), a leading pulp and paper company operating in Southeast Asia, we analyze the challenges companies face in implementing sustainability commitments made as a result of NGO and market pressure. Drawing from research on policy implementation and corporate greening we identify key activities to help entrench APP's commitments in the company's operations. Furthermore, we suggest that a range of actions by different stakeholder groups can achieve broader effects of APP's commitments toward better environmental and social stewardship in the region's pulp and paper sector. [ABSTRACT FROM AUTHOR]