The application of environmental design tools and the integration of environmental values with business decisions

This paper explores the desirable relationship between business strategy and environmental strategy on a product line basis. The authors expand previous work on environmental management tools, (Eagan, Koning and Hawk (1995)), using Product Portfolio Matrix analysis techniques modified to include environmental attributes. The authors show how the traditional axis of market share and market growth rate can be reexamined as exposure and opportunity from an environmental perspective. A third element, environmental burden, is added to the matrix so that environmental liabilities are simultaneously considered in the analysis. The paper also demonstrates how environmental analysis can be used to create a successful shift into a more desirable market position