ABSTRACT
The complexity of sustainability-related challenges requires a new, broader and more systematic framework for thinking about environmental-related business opportunities. The challenges of sustainable development have been added to the business agenda. The pay-off to businesses that attempt to meet the sustainability challenge will include increased opportunities for innovation, competitive advantage in the form of significantly reduced costs, enhanced levels of customer satisfaction and the ability to redefine the rules by which one's industry competes. The chapter presents most important phase of green marketing by providing five strategies supported by the pioneers' experiences to use in reinventing one's business to meet the challenges of sustainable development. These strategies are set outrageous goals; think like a system; dematerialise; make it fit; and restore rather than take. Sustainable product development strategies can make businesses more competitive and result in better products with enhanced levels of customer satisfaction over conventional products.
