Product differentiation emerged as prime mover for companies developing greener products and services, in recent study from research company Forrester.
In report based on interviews with 72 consumer product strategy professionals and including feedback from such organisations as Apple, Dell, Levi Strauss and Greenpeace, it was found that 84 percent of those surveyed had environmentally conscious or socially responsible product either in development or on the market. The most commonly cited rationale (by 71 percent) was product differentiation, followed by desire to be leaders in the green space (61 percent) and cost savings (35 percent).
As to where the internal push comes from, 58 percent said product managers and strategists were responsible and 46 percent credited the CEO.

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