Ecological product portfolio - ecological marketing takes into account that a company's products do not only have economic value. but also an ecological value (product value). The economic value states how profitable the respective product is for the company. This value can e.g. B. measured on the basis of the contribution margin. The ecological value of products is reflected in their environmental compatibility. According to this, three product classes can be distinguished:
Goods are products that protect the environment (goods)
Bads are products that damage the environment (unwanted goods)
Antibads are products that eliminate environmental damage (goods).
Goods and Antibads are Green Cash Cows or Green Dogs. Bads are Black Cash Cows or Black Dogs. The boundaries between these product categories are fluid.