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New article published in CoatingsTech journal

This new article published CoatingsTech is titled: "Disruptive Innovation Opportunities in the Chinese Decorative Paint Business".

Abstract: Foreign multinational coatings companies leading the Chinese decorative paints business share two objectives: the regular release of ecofriendly products and the stimulation of the purchase of colored paints. In this article, we show that the realization of these goals is dependent upon certain assumptions whose validities may be questionable when seen in the Chinese environmental and cultural contexts. Instead, they may provide disruptive innovation opportunities for local firms.

Authors: Dr. J.-C. Auger and Dr. E. Nahmad Achar.

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