The booklet ‘EcoDesign at Philips Consumer Electronics (PCE), 1993-2008, the Reverse Perspective’, described the development of EcoDesign in this division of the Philips concern. The introduction process was summarized in a model consisting of five ‘waves’. Some fifty short stories illustrating these developments were presented as well. This material represents a set of experiences of which many elements are still relevant today for practitioners of applied EcoDesign and for environmental managers wanting to introduce EcoDesign in their organizations. Soon after the publication of the booklet, the question came up why the developments as described happened as they did? Most research/academic literature describe how EcoDesign should be introduced in industrial organizations in a way quite different from what happened at PCE. Is PCE a special case, or is a different approach required for the implementation of EcoDesign in the electronics industry? And how can EcoDesign be introduced much faster than the 10 years it took at PCE to reach maturity? In this new publication, the events at PCE are also put into a more general perspective:...

"Organizational decisions –good, bad or confusing– did not guarantee that EcoDesign was automatically on the agenda of PCE. Ensuring credibility and being on the action agenda were the first priority…." "Making clear that environmental benefits combine often with tangible business benefits (cost reduction, streamlining of operation) and putting the business benefits first in the communication in the internal value chain added a lot to the credibility and acceptance of the environmental activities…." "After the year 2000 the concept of making explicit joint road maps with key suppliers has been exploited to the full…." "Legislation and regulation are necessary to put environmental issues which are seen as societally relevant on the agenda and to ensure a minimum of environmental performance by industry. However their contribution to positive value creation for customers is very limited; the opportunities are far bigger than that." ...

1. An intriguing question: why did the introduction of EcoDesign at PCE happen in the way it did? 2. Decisions and Circumstances. 3. 1993-1994: Learning through Struggling. 4. 1995-1996, EcoDesign is really taking off. 5. Breakthrough of EcoDesign at the Business Groups. 6. Consolidating Applied EcoDesign through integration into procedures, programs and overall strategy. 7. Communication about EcoDesign, Green Marketing. 8. Introducing EcoDesign into Industry faster. 9. A kick start in Applied EcoDesign; 14 recommendations to get on the road quickly. 10. Comparing EcoDesign as it happened at PCE with academic views of how to do it. 11. Relating EcoDesign at PCE to different management perspectives. 12. Conclusions. ...