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106 • Green Project Management

the greenality in this case is based solely on reputation and perhaps the
aesthetics of the logo. While transcendent is a dimension of greenality, it
may not be prudent to use it as the only measure.

Product-Based greenality
This is a much more concrete measurement of greenality. It is based on a
particular green element contained in the project’s product or process. For
the project’s product, the attribute could be, in the case of an automobile,
the ability to switch from electric mode for short-term driving to fossil
fuel for longer distances, thereby reducing the fossil fuel component and
the carbon footprint of the vehicle. The project manager may have insti-
tuted a paperless project policy and is able to measure the cost savings to
the project, thus greening the project process.

user-Based greenality
User-based greenality comes at greenality from a different direction, from
the user stakeholder. It is the stakeholder’s expectations that drive user-
based greenality. It is becoming more and more apparent that greenality
will be a differentiator for some users. Similar to transcendent greenality,
user-based greenality is in the “eye of the beholder.” Stakeholders will look
to different products of projects and eventually the processes of the project
for greenality efforts before choosing the product. Further, the stakehold-
ers as leaders of the corporation will look to the greenality of the project
process before choosing a project.

manufacturing-Based greenality
No longer something that has to be inspected in, greenality will become
inherent in the entire product life cycle from the planning and design
phase, to the manufacturing phase and beyond. The manufacturing pro-
cess itself will have its own high-greenality measurements. In the design
phase, the product specifications will include greenality standards that will
be required during the manufacturing phase of the project. Therefore the
project product greenality will be measured against those design specifi-
cations. Applying the same principle to the project’s processes, the process
will be designed to include greenality components, and will be measured
against those specifications.