The importance of responding proactively to the greening of business has been recognised for some time. The immature position industry adopted towards environmental protection in the 1980’s and early 1990’s appears to have evolved into a much more thoughtful response to environmental protection. What is less clear is how organisations can begin to manage the integration of this green philosophy into their strategies, policies and operations. One issue central to this concern is the management of greener product development. The intricacies and dilemmas facing the product development team are considerable and not easily resolved. This can be illustrated by the challenge facing a Brand Manager in the household cleaners sector;