APPLYING SCENARIO‐DRIVEN STRATEGY TO INTEGRATE ENVIRONMENTAL MANAGEMENT AND PRODUCT DESIGN

The successful development of breakthrough products with environmental attributes can not only create competitive advantage through operations excellence but also benefit the environment. This paper proposes a comprehensive scenario-driven method with detailed implementation steps for planning and developing breakthrough products with environmental attributes. A case study based on the development process of biotechnology products is presented to show the applications of the method and the resulting importance of flexibility as a key ingredient in operations strategy. The paper also discusses various operational, marketing, technological, economic, and environmental issues concerning the development of biotechnology products, an area that could have a significant impact on both human health and the natural environment.

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