5. First approach: Eco-Efficiency
• Creating more value with
less impact
– Competitive advantage is
predominantly achieved
through reduced operating
costs
• By towing its Boeing
747-400 aircraft to
take-off areas at
London airports during
December Virgin said it
could save up to two
tonnes of fuel per
flight.
11. Fourth approach: Environmental Cost
Leadership
• A clear environmental cost
strategy that enables both
cost savings (either directly
or indirectly) and has a
lower environmental impact
than the competition.
12. Consumer value from each strategic
approach
Is this simply the Can a profit be
basics of ethical generated with
business? (I Operational this approach?
Lower-cost
sincerely hope so) excellence from Enables
green consumers to
Competitive Advantage
initiatives not save money by
directly seen by being green
consumers
Enables the
consumer to be
Differentiation
Shared eco-
green / feel
values
green through
usage.
Are consumers
Has Green Wash /
Organizational Processes Products & Services willing to pay
Green Fatigue
more?
made this
approach less
effective? Competitive Focus
A strategic approach sets a long-term vision as to the competitive advantage we’re trying to achieve with our green initiatives.
Very few examples in this quadrant as this is not a strategic approach that companies need to promote in order to realise the benefits.
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