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Market share of environmental friendly products in Indonesia is still low, and its growth is still considerably slow. One way to overcome the problem is by creating the appropriate products to the appropriate consumers. Therefore, the ability to identify the characteristics of potential consumers is very important in order to be able to design the appropriate products group of consumers. This paper illustrates the segmentation of potential consumers of environmental friendly products in Indonesia, follows by the core benefit of environmental friendly products suitable for each segment. Segmentation is based on a study that was conducted to 355 visitors of 12 large malls in Jakarta. From this study, it is revealed that potential consumers of environmental friendly products could be divided into four segments based on psychological characteristics of consumers, which are degree of environmental concern and attitude toward buying environmental friendly products. At the end, the implication of this segmentation to product design will be presented.

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For many companies the process of internationalization strategy leads them to operate in many countries spread over whole continents; they are then confronted with the increasing risks related to uncertainty which rapidly developing countries present (e.g. Argentina in 2001 or Asia in 1997). The MNCs must thus deal with a great number of local heterogeneous situations, fast growth in one, crisis elsewhere, which require local adaptive capacities, but at the same time require the implementation of coordination mechanisms or effective control systems, which do not paralyse initiative and innovation.While considering that "the suitability of the control systems to desired forms of learning within the strategy framework ensures a certain organizational performance", we will reformulate the traditional integration/ differentiation dilemma in terms of control/ learning interactions. This change has the advantage of posing a traditional problem in a more dynamic way. We will describe these interactions in order to propose an analysis grid.