SOURCE: Aberdeen Group

September 11, 2008 13:17 ET

Realizing the Business Potential of Green

The Secrets Leading Companies Uncovered in Green Product Development

BOSTON, MA--(Marketwire - September 11, 2008) - Products that can be marketed as environmentally friendly, or 'green,' offer considerable competitive promise, but can involve ballooning expenses and new requirements that can be as difficult to define as they are to fulfill. "Greening Today's Products," a recent research report by Aberdeen Group, a Harte-Hanks Company (NYSE: HHS), found that companies that fail to meet the challenges of green product development can find themselves missing as much as 75% of targeted launch dates and exceed direct product and development budgets for as many as 62% of their products. However, those that overcome these challenges, meet key product development milestones at a 93% or better average. To obtain a complimentary copy of the report, visit: http://www.aberdeen.com/link/sponsor.asp?cid=5147.

Most often, what makes the difference is not strategy, but experience. Aberdeen's research found that these leading performers are 41% more likely than their competitors to have pursued explicit green design programs for over two years, which has given them a considerable amount of time to learn to address the obstacles of green product development.

"The lead time in a strategy merely offers a manufacturer the opportunity to figure what does and does not work well earlier than their peers," observes Chad Jackson, Vice President, Product Innovation & Engineering Research, Aberdeen. "Determining the best practices and methods for a design for green strategy can be seen as a very tangible manifestation of the lead time. The marked difference between the Best-in-Class and Laggards comes in the tactical execution of the strategies, where longer pursued strategies have translated into lessons learned."

The companies that are top performers today were the early adopters that first wrestled with the obstacles of 'going green.' Aberdeen's "Greening Today's Products" enables readers to take advantage of the lessons learned these companies while avoiding the pain points and obstacles encountered by their peers.

A complimentary copy of this report is made available for a limited time due in part by the following underwriters: Autodesk and IHS. To obtain a complimentary copy of the report, visit: http://www.aberdeen.com/link/sponsor.asp?cid=5147.

To access all of Aberdeen's complimentary research please visit http://research.aberdeen.com.


About Aberdeen Group, a Harte-Hanks Company

Aberdeen is a leading provider of fact-based research and market intelligence that delivers demonstrable results. Having benchmarked more than 30,000 companies in the past two years, Aberdeen is uniquely positioned to educate users to action: driving market awareness, creating demand, enabling sales, and delivering meaningful return-on-investment analysis. As the trusted advisor to the global technology markets, corporations turn to Aberdeen™ for insights that drive decisions.

As a Harte-Hanks Company, Aberdeen plays a key role of putting content in context for the global direct and targeted marketing company. Aberdeen's analytical and independent view of the "customer optimization" process of Harte-Hanks (Information - Opportunity - Insight - Engagement - Interaction) extends the client value and accentuates the strategic role Harte-Hanks brings to the market. For additional information, visit Aberdeen http://www.aberdeen.com or call (617) 723-7890, or to learn more about Harte-Hanks, call (800) 456-9748 or go to http://www.harte-hanks.com.

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