Political demands for environmental improvement commit the managers, which may conflict with shareholder value creation. Although product differentiation on environmental line is conceptually simple way to reconcile these apparently conflicting requirements, not all attempts to do so failed. This article describes three requirements for successful environmental product differentiation: 1) the company must open or create a preparedness to pay for public goods, 2) they need to overcome barriers to the dissemination of reliable information on the environmental attributes of their products, and 3) they have to protect themselves from fraud. In a broader sense, the environmental strategy should be integrated into the overall business strategy. Appropriate environmental strategy depends on how the overall business strategy, the fundamental economic sectors and domestic business opportunities -. The main constraints that are often hidden in the academic debate about business and the environment "Hide
by Forest Reinhardt Source: California Management Review 32 pages. Publication Date: July 1, 1998. Prod. #: CMR125-PDF-ENG
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