Combining business decisions with environmental design analysis

This paper explores the correlation between business strategy and environmental strategy on a product line basis. The authors expand previous work on environmental management tools using Product Portfolio Matrix analysis techniques modified to consider environmental attributes. The authors show how the traditional axis of market share and market growth rate can be reexamined as exposure and opportunity from a DFE 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 strategies and the resulting engineering training requirements can be linked to the marketing strategy of the product. It also examines how environmental analysis can be used to create a successful shift into a more desirable market position