In 2019, Melbourne’s Monash University calculated the probability of finishing the marathon race within 2 hours was 10 % and that this would not be achieved any earlier than 2032! On the 12th of October 2019, however, Eliud Kipchoge, the world-famous runner from Kenya “unofficially” set a new marathon record at 1 hour, 59 minutes
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The concept of Eco-costs Reduction, illustrated in the Product Portfolio Strategy Matrix below, can help companies make these decisions and strengthen consumer interest in their product. Companies like Unilever, Volkswagen, DSM and Vattenfall have invested in either changing their product portfolio (i.e. DSM) or increasing the sustainability of existing products through significant Eco-costs Reduction (i.e.
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