Applying an ecological asset perspective to land management strategies can result in non-traditional property values that may generate substantial economic and public relations benefits.  Companies in the pulp & paper industry, departments of transportation, oil and gas production, and electric power generation are already realizing the business value of maintaining healthy natural resources on corporate property.   Further, in the late 1990’s an entirely new business sector emerged to realize these opportunities, the mitigation banking industry.   
The potential for market-based mitigation to assign a real, fungible, dollar value to intact natural resources is powerful, providing the basis for reconciling historic conflicts between business and conservation. Private property owners might no longer fear the discovery of rare animals on their land. In fact, some savvy entrepreneurs are seeking opportunities in such discoveries.  However, a number of crucial ecological elements remain unresolved.  It will take the resolution of these ecological uncertainties before the full potential of market-based approaches can be realized.