The challenge

The 23 contributions in Part II clearly show new tendencies in industry concerning product innovation in relation to environmental issues. More proactive approaches have become visible, based on the conviction that it is better to be ahead of external criticism than to lag behind. Companies have made a shift in their thinking, in terms of opportunities rather than threats. This has opened up a whole range of possible environmental strategies through which a company can enhance its competitive position in the market. The adoption of such strategies requires a continuous improvement of product through product innovation; in that sense, product innovation and eco-efficiency are two sides of the same coin.