DEVELOPING A GREEN BUSINESS PORTFOLIO

As the cost of environmental non-compliance increases, firms are begin ning to incorporate an environmental dimension into their strategic pl anning process. This paper describes an ecologically-oriented portfoli o model which enables firms to examine their product lines and competi tive position in terms of both environmental and economic attractivene ss. Examples illustrate the model's utility and suggest that positive environmental performance can be associated with neutral or positive e conomic performance, in contrast to the often asserted negative effect s.