The successful ability of a business to manage environmentally friendly products, particularly in an age of heightened awareness of environmental issues and stringent regulations, represents an important competitive edge. New research by Turner College management professor Johnny Ho and colleagues from the University of New Mexico and ASML (a Dutch manufacturer) discusses how differentiation in environmental quality and customer patience impacts the choice of product introduction strategies. As an extension of this discussion, Ho and his co-authors study the impacts of two types of technological solutions, namely, Zero Sum and Synergy, on strategies for timing the introduction of green products. Ho’s research, which appears in a recent issue of the Journal of Industrial and Production Engineering , ultimately develops mathematical models to determine the optimal price, traditional quality, and environmental quality required to maximize profit.
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