Increasingly, manufacturers and service providers face the challenge of improving the environmental performance of their products. A number of studies have shown the importance ofenvironmental goals and measures for successful environmental design efforts in firms. This paper provides a framework of environmental goals or benchmarks and examines SonyCorporation as a case study of improving the environmental performance of products. Specific examples of Sony's targets for improvement are provided along with examples of initiatives fortheir achievement. In particular, Sony's product assessment check sheet is introduced as a simple yet effective tool for identifying areas for environmental improvement, as well as for measuringand promoting improvement efforts in alignment with the organization's longer-term environmental goals.