Jacquelyn Ottman is president of J. Ottman Consulting, Inc., a New York-based marketing consulting firm that specializes in helping businesses derive competitive advantage from eco-innovation and green marketing.
Ten years ago, as the U.S. economy headed into the thick of global competition, differentiation became the competitive watchword. I warned then that "new and improved" wouldn't do. That's even truer today.
Although sales and accolades are important at Patagonia, it is clear the company manages with an eye on a double bottom line, measured by a strong corporate culture, and recognition as a force for social and environmental change. By Jacquelyn Ottman