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Brandweek, November 2, 2008 — While marketers have appreciated the value of distinctive design for some time now—at least since Apple and Target started making it a key differentiator about a decade ago—design thinking is something else. The premise is that if you tap a designer, or a designer's problem-solving approach, to tackle standard business problems, you will get game-changing results.
Advertising Age, April 2, 2008 — Philips launched EarthLight, an energy-efficient compact fluorescent light bulb, in 1994. The bulb had a clumsy shape that was incompatible with most conventional lamps, a confusing package and a price tag of $15 compared to 75 cents for incandescent bulbs. Sales languished. Although it was well intended, the environmental positioning of the EarthLight appealed to only the greenest of consumers.
To be successful, green marketing must satisfy two objectives: improved environmental quality and customer satisfaction. Misjudging either or overemphasizing the former at the expense of the latter — as Philips did with the EarthLight — can be called "green marketing myopia."
BusinessWeek, July 31, 2006 — How multinational companies are eclipsing household brand names in US market
BusinessWeek, March 16, 2006 — For Whirlpool, it helped to speed up new product development and bring about futuristic user-friendly innovations
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