Sept. 18, 2007 General Electric CEO Jeffrey Immelt is facing some grumbling from customers and employees who wish the company would stop talking Ecomagination and just "shut up and sell product," the Wall Street Journal reports.

Launched in May 2005, Ecomagination is GE's plan to boost company sales by developing new technologies that help customers address their environmental and financial needs.

Ecomagination's revenues crossed the $10 billion mark this past May. That month, Immelt launched 11 new Ecomagination products and services, citing growth in the green products market.

For insight into the business strategy backing GE's environmental commitment, read our interview with Ecomagination director Jeff Renaud.