Companies are increasingly engaged in developing eco-friendly products to define sustainability standards within their industries. As sustainability becomes more important, firms must either shape green product standards themselves or risk having their industries' sustainability standards defined by other companies. There are four strategies for companies to become sustainable leaders: define industry standards, co-opt existing standards, adopt the standards of others, or break away from current standards by positioning themselves as revolutionary sustainability leaders.

1. Presented by:
Sameer
Winning In The Green Frenzy Sandeep
Source: Uma
Harvard Business Anurag
Review Swati

2. introduction
Earlier Ecofriendly products were
developed to substitute the use of
contemporary product which can support
our environment.
Today companies are developing
ecofriendly products to define
sustainability in their industry
Today Green Race is not about Launching
ecofriendly but about “what is eco-
friendly”

3. Conti……
• Today if a company is not engaged in shaping a
green product is either trapped in the green rules
set by some other company in the industry or is
left behind.
• companies are involved in a rat race to build
sustainability
• Every company is trying to impose its own green
standards in the industry
• For a company there are four strategies to become
sustainable.

4. Four strategies
High
Break
Company Capability
Define
Away
Co-Opt Adopt
Low
Rainforest Alliance with Building Sector-LEED
Chiquita Wal-Mart’s S.P.I
Low Industry Standards High

5. Break away
• Position itself as revolutionary leader
• Sustainability ranking of computer manufacturer
• Asking cigarette company how green their office
• Promise to developed new standards
• T. Rowe compare battery life with black magic

6. conclusion
“If you are calling your scrap as a gold it
will not
“If you are calling your scrap as a gold it will not
become gold”

7. •
•
• Thanks