not only want to increase the efficiency of their organisational processes but also want
customers and the general public to acknowledge their efforts (Orsato, 2006). The third
strategy, eco-branding, involves marketing differentiation based on the environmental
attributes of products, which leads to a competitive advantage. Lastly, environmental cost
leadership has involved setting a price premiumfor ecologically oriented products in niche
markets where “being green” may cost more. This framework helps to typify where
organisations prioritise and focus their environmental investments to develop strategies
and generate sources of competitive advantage.