ABSTRACT
Competitors' goals, strengths and weaknesses are assessed in the search for competitive advantage. Several environmental strategies exist to establish a competitive advantage. This chapter discusses four separate categories of strategy, although they may be adopted in combination: a cost strategy, a differentiation strategy, a mass market strategy, and a market development strategy. According to M. E. Porter, three main strategies exist for securing a competitive advantage—cost leadership, differentiation and concentration strategies. Competitive environmental strategies can emphasise the reduction of production costs and resource savings. They can also emphasise differentiation of products from those of competitors by building in and marketing environmentally friendly aspects of products. Environmental competitive advantages can be gained from potential, latent or current market opportunities. The environmental effect of such product and service innovations will remain limited as long as the mass market does not engage the niche activity.
