Keywords: analytical hierarchy process, product portfolio matrix, business strategy, environmental strategy
Trade-off analysis between business and environmental strategies
This paper explores the desirable relationship between business strategy and environmental strategy on both a product line and process line basis. The work uses the Analytical Hierarchy Process (AHP) to do a pair-wise comparison between business and environmental benefits and importance. Subsequently, the Product Profile Matrix is used to conceptualise the findings generated from the AHP and hence evaluating the product's/process standing in terms of the two important factors. This paper also demonstrates how such results help to facilitate the development of appropriate business and environmental strategies and hence to create a successful shift into a more desirable market position.