In virtually every industry, the focus of green competition is shifting from a race to launch new eco-friendly products to a battle over what constitutes a "green" product in the first place. The definition can vary from one sector or product to the next, but whatever your business, if you're not engaged in the debate and in shaping the rules, you risk being assessed against standards you can't meet. Once you understand what degree of standardization exists in your industry and what your company's internal capabilities are, you can choose from among four strategies the authors offer: adopt existing standards; co-opt them by negotiating beneficial modifications with a standard-setting body; define standards where none exist; or break away from the current standards by challenging and supplanting them. In the building sector, for example, LEED certification is considered definitive, so architects, construction companies, and office furnishings suppliers naturally choose to adopt LEED standards. But the coffee industry has more than a dozen competing standards, so Starbucks decided to create its own-the C.A.F.E. Practices.

【書誌情報】

ページ数：12ページ

サイズ：A4

商品番号：HBSP-R1011J

発行日：2010/11/1

登録日：2012/3/28