Differentiation Strategies in the Adoption of Environmental Standards: LEED from 2000 to 2014

We study the role of vertical differentiation in the adoption of LEED (Leadership in Energy & Environmental Design), a multitier environmental building certification system. Our identification strategy relies on the timing of adoption and shows that builders seek to differentiate from each other by choosing a different certification level from previously certified buildings. A common concern in this framework is that mean-reverting behavior could be mistaken for differentiation. We develop a new method for establishing the importance of strategic interactions based on simulating from a model with independent choice and unobserved heterogeneity, and showing that such a model cannot generate the level of interaction that we observe. Finally, we estimate a model that incorporates both differentiation incentives and correlated market-level unobservables and use our estimates from this model to simulate the impact of reducing the number of LEED tiers from four to two. The simulations indicate that environmental investments depend on the location of the threshold between tiers. This paper was accepted by Bruno Cassiman, business strategy.

• 저널Management Science · 66(9) · 4173–4192
• 토픽Sustainable Building Design and Assessment · Building and Construction
• DOI10.1287/mnsc.2019.3399
• 저자Marc Rysman, Timothy Simcoe, Yanfei Wang