Chapter 8Translate Green Practices into Revenues

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If you consider the total cost of one TV set from production, through ownership, to the end of ownership, only 15 percent of the cost is associated with manufacturing; 85 percent comes from electricity and other running costs. So from a global perspective, when Sony designs and manufactures TV sets that consume less electricity during ownership, Sony is contributing more to overall energy savings.

—Nobuyuki Watanabe, vice president,Corporate Environmental Affairs, Sony

CUSTOMERS like to save money; there is little doubt about that. Whereas some people are willing to pay more for green products—for example, a majority of Americans say they would spend more to buy energy-efficient kitchen ...

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