TY  - JOUR
AB  - In a relatively short period, DuPont innovates stain-proof carpeting, filling its nylon-fiber capacity and increasing profits significantly. MBA and undergraduate students consider how DuPont should approach the fact that competitors quickly introduce their own enhanced stain-resistant products. What actions should it take to keep its hard-won leadership of the carpet-fiber industry? STAINMASTER is the certification given by DuPont to carpets made with the company's own premium nylon and treated with a chemical to repel liquid stains and dry soil. The carpets must also meet minimum construction standards in terms of face weights, yarn twist, and other quality considerations. The introduction of STAINMASTER is accompanied by heavy advertising and trade promotion to establish the brand name among consumers and retailers.
VL  - 
IS  - 
SN  - 2474-7890
DO  - 10.1108/case.darden.2016.000285
UR  - https://doi.org/10.1108/case.darden.2016.000285
AU  - Farris Paul W.
AU  - Collins Bette
AU  - Culley James D.
PY  - 2017
Y1  - 2017/01/01
TI  - Stainmaster
T2  - Darden Business Publishing Cases
PB  - University of Virginia Darden School Foundation
SP  - 1
EP  - 12
Y2  - 2024/04/24
ER  -