Researchers at the University of Michigan applied their life cycle design framework in a research project with Optical Imaging Systems (OIS). OIS is a US manufacturer of high-performance, active-matrix liquid crystal displays, one of the leading flat panel display technologies. The study evaluated OIS's environmental management system and how environmental performance may impact competition in the flat panel display industry. Metrics were developed to measure environmental performance in a factory simulation model. Strategies for improvement are recommended according to incremental, reengineering, and future approaches.