The development and implementation of STRETCH: Selection of strategic environmental challenges

Abstract

Publisher Summary This chapter describes the development and implementation of selection of strategic environmental challenges (STRETCH). To generate and select green opportunities in the context of an offensive strategy, a methodology called “STRETCH” has been designed and tested within Philips Sound & Vision. The basic questions that needed to be answered were (1) what opportunities or threats does the environmental issue present for a company such as Philips, particularly for Sound & Vision, (2) what technological options are available for dealing as adequately as possible with environmental problems, and (3) the most crucial question: which environmental opportunities should be selected to enhance the business and improve the environmental performance of its products. The need to achieve sustainable development represents an enormous challenge to society. Steps have already been taken within industry to increase the average eco-efficiency of products. Various techniques and methodologies have been developed to analyze and assess the environmental merits of such product improvements. The selection of promising environmental challenges is one of the two main pillars of strategic environmental product planning. The other pillar concerns the structural embedding of this endeavor within the organization. The implementation of this strategic approach can only be successful if the environmental aspects are incorporated into the process of product planning as a structural component.