Today’s customer-focused, market-driven company cannot afford to miss the fact that many customers prefer environmentally friendly products given a similar cost. Again, it is easy to see that creating and sustaining competitive advantage is still a matter of “better, cheaper, faster.” The Internet has made customers more informed about every aspect of a product, including its potential environmental harms. Companies that can meet these environmental needs will be the winners. Customer perceptions about a company’s “shade of green” will be crucial, but most importantly, the products and services must perform. Market green logic just applies good, old fashioned, “know-the-customer” thinking to.
