When people buy color TVs, there is one color they really look out for – green. Or so Sony found out in the mid‐1990s when a Dutch consumer magazine gave one of its models a poor environmental rating. Market share fell by 11.5 percent while that of competitors’ TVs which received good ratings increased by 57 and 100 percent. Sony’s response was an environmental policy using internal and external benchmarking to keep ahead of consumer demands and legal requirements.
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