1. Choose a firm that is constantly introducing new products, either successfully or not, and describe how you think they manage the opportunity identification process.

2. The green segmentation scheme presented in this case is particular to green appearl. Compare and contrast the green apparel segments with the green segments described in Table 3-1 of the text.

3. In term of Cotton Incorporated's five green consumer segments for apparel, their purchase motivations, and their demographics, describe a target market for Patagonia.