The May, 1999 issue of Inc. has an interesting article entitled "It's not
that Easy Going Green." The URL for the online verison of this article is:
http://www.inc.com/incmagazine/archives/05990281.html
In brief, the article discusses the dilemma of one business owner in trying
to balance his desire to offer an environmentally preferable product (in
this case T-shirts using organic cotton) for a mass retailing market with
his need for his company to earn a reasonable profit. Some may view this
article as an oblique attempt by Inc. to show that being green and being
profitable are not compatible objectives but that is not my interpretation.
Instead, it reveals an important issue - can green products prevail in a
retailing environment where the buying decision revolves principally around
price and affordability?
Sincerely,
Roger M. Guttentag
215-513-0452