Xerox Summary Marketers are faced with enormous challenges when designing products and product launches in multinational settings, especially in diverse markets also charged with social issues like environmentalism. The link between consumer attitudes and behavior for environmental goods is difficult to do. Expectations need to be managed for customer satisfaction, if they go green, consumers expect it and performance needs to follow. The need for environmental products should fit within the organization’s strategy (e.g. going from product to service orientation).