It is also easier to work with suppliers since PVC is a known product (Lee & Bony, 2009). While the main disadvantage of this material is that the product would not be considered a C2C and PVC free product (Lee & Bony, 2009). The use of TPU, on the other hand, is multi-beneficial in the long term. First, the company can better market itself as an environmentally friendly company by producing the “first highly engineered product using the C2C protocol” (Lee & Bony, 2009, p.10). Furthermore, it is a valuable opportunity to launch the product at the next annual trade show, where customers will come for the latest designs (Lee & Bony, 2009, p.11). The PVC-free chair will be eye-popping at the show, considering that more and more customers are starting to recognize environmental performance as an important aspect. Furthermore, this product will set a new industry standard for sustainability, inspiring suppliers and competitors in this industry to develop their products according to the C2C protocol. However, since TPU is still a newly identified material, “testing with higher volume production tools was still necessary,” not to mention that TPU is uneconomical (Lee & Bony, 2009, p.11) . Additionally, the public might expect all other Herman Miller products to be PVC-free (Lee & Bony, 2009,