The purpose of this study is to identify if companies should realise profits with the help of planned obsolescence or by assembling sustainable products. Both ways have advantages and disadvantages for consumers and companies. Through planned obsolescence the manufacturer has the possibility to sell goods more often in a given period in comparison to high-quality goods from a sustainable production. In the case of a sustainable product the fabrication is more efficient and less resource-intensive. Moreover, the company gains higher reputation by producing durable goods. This study consists of three theoretical parts: planned obsolescence, sustainability and Porters generic strategies. Planned Obsolescence has been used to contract the lifetime of products for more than 100 years by many different companies. The additional production replaces older goods, but leads to more waste and spends energy and other resources. Consumers do not want to spend more money on products, which are not durable. Therefore, sustainable goods and sustainable production are becoming more important for customers. These two different situations are combined with Porters generic strategies to find out which strategy a company, using planned obsolescence or a sustainable company have to follow to gain high profits. The theoretical input is followed by a discussion, where the connection and interdependence between all parts is highlighted. The results indicate that companies and consumers would benefit from a sustainable development. Consumers would get more durable and environment-friendly goods. Due to a sustainable production companies could follow Porters differentiation strategy, which enables higher profits.