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After completion of the case study, students will be able to understand the putty industry, consumer behaviour for putty, comparative advantage of putty to different industries and within industry and market entry strategy for newly introduced product.

Putty market in India grew at a compound annual growth rate of 15% over the period FY07–FY20. Many organized and unorganized players entered the putty market since its introduction. Putty was invented by cement companies to increase offtake of cement which otherwise declined owing to reduced use of marble. Painters are purchasing putty to be used before the paint to improve the texture of the walls and to fill cracks. Therefore, to take advantage of distribution channels and dealers’ network, paint companies introduced putty. Consumers, who use putty to improve aesthetics of their home, have very less knowledge about putty. They depend on painter or contractor for it. XYZ colourant company wanted to enter the white putty market to use the market opportunity along with coloured putty for economic project where cost is the constraint. This case study culminates with the probing question about the peculiarity of industry where two different industries are involved for the same product. This case study is designed to understand the target consumers’ behaviour and the entry decisions of the company to the growing market.

This case study is designed for use in second-year management programmes, especially for the students of strategic management and marketing strategy courses.

Teaching notes are available for educators only.

CSS 11: Strategy.

The case’s resolution will inspire students to engage in critical analysis of the hurdles encountered by Madhubani Paints amid the pandemic. It will prompt them to dissect cause-and-effect chains stemming from decisions made during this period, fostering a mindset of critical thinking and problem-solving. Additionally, it aims to cultivate a profound comprehension of the Indian entrepreneurial landscape, highlighting the pivotal role of micro-enterprises and women entrepreneurship. Furthermore, it will task students with brainstorming inventive solutions to the specific challenges faced by Madhubani Paints, particularly focusing on differentiation strategies and enhancing customer engagement in the online marketplace. The case highlights the strategic utilization of digital avenues for business expansion, showcasing how Madhubani Paints not only persevered through a challenging pandemic but excelled, securing 35% of its revenue through digital channels.

Madhubani Paints was a micro-enterprise in the small town of Darbhanga (India) that traded hand-painted products. The protagonist had a strong interest in Madhubani painting, and her enthusiasm led her to establish her own micro-enterprise. This case study highlights the protagonist’s journey towards entrepreneurship and what were the challenges faced during the COVID-19 pandemic. Additionally, the case study showcases how micro-enterprises leverage digital technologies to improve their business performance. Through this case study, students will be able to learn what the contribution of an entrepreneur is to the development of our society and will understand the fundamental concept of marketing and entrepreneurship.

The case study can be used in management for the course of marketing and entrepreneurship and is appropriate for post-graduate students. Discussion would be the most appropriate method for teaching this case study. The students would need to understand the concept of marketing mix, segmentation and targeting and the basics of marketing strategy to ensure effective learning.

Teaching notes are available for educators only.

CSS3: Entrepreneurship.

Titanium dioxide (TiO₂) has high opacity, high brightness and whiteness, owing to its high refractive index value. It is mainly used in the coating industry and continuous efforts have been made to replace some of the TiO₂ in paint with new pigments. This study aims to replace part of TiO₂ pigment with various percentages of BaSO₄, CaCO₃ and kaolin in styrene butyl acrylate-based paint formulations, without changing the properties of paints using only titanium dioxide.

To determine the optimum use rate of new pigment mixing, opacity, gloss, scrub resistance and weather resistance properties have been investigated in the water-based paint formulation. The morphological properties of these samples were examined by scanning electron microscopy analysis.

In the total color change (ΔE) measurements, it was observed that the sample coded 85Ti/15Ba produced extremely similar results to the situation when TiO₂ was used alone. It was seen that the best results were obtained when 85Ti/15Ba was used instead of TiO₂.

Comparison research on the impact of replacing TiO₂ with BaSO₄, CaCO₃ and kaolin on the performance characteristics of water-based styrene butyl acrylate-based paint formulations has not been done in the literature, according to the literature search.

This work aims to establish the relationship between painting art and sustainability, which allows for highlighting implications likely to improve sustainability for humanity's welfare.

To achieve this objective, painting art is measured by a composite index aggregating the quantity and quality represented by the market value. As for sustainable development, it is represented by a composite index comprising three variables: the climate change performance index (ecological dimension), the wage index reflecting distributive justice (social dimension) and the gross domestic product (economic dimension). The composite indices were determined through adjusted data envelopment analysis. In addition, two other methods are used in this work: correlation analysis and a neural network method. These methods are applied to data from 2007 to 2021 across the world.

The correlation method highlighted a perfect positive correlation between painting art and sustainability. As for the neural network method, it revealed that the quality of painting has the greatest impact on sustainability. The neural network method also showed that the most positively impacted variable of sustainability by painting art is the social variable, with a pseudo-probability of 0.90.

The relationship between painting art and sustainability is underexplored, in particular in terms of statistical analysis. Therefore, this research intends to fill this gap. Moreover, analysis of the relationship between both using composite indices computed via an original method (adjusted data envelopment analysis) and a neural network method is nonexistent, which constitutes the novelty of this work.

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-01-2023-0006

The purpose of this study is to reduce the application of petroleum in automobile paint industry by replacing it with bio-based castor oil along with nano fillers to synthesize automobile base coat (BC).

Bio-based polyurethane (PU) coating applicable in automobile BC was synthesized by using modified castor oil incorporated with nano silica (NS) and titanium-based pigment particles. The influential characteristics of the coating was studied by carrying out cross-cut tape test, abrasion resistance, pencil hardness, lap-shear, thermo gravimetric analysis, differential scanning calorimetry, dynamic mechanical analysis and acid, alkali and oil resistance tests.

Incorporation of NS particles, along with titanium-based pigment particles in optimized ratio into the paint matrix, increases the mechanical, chemical and oil resistance properties and hydrophobicity of the BC, and the findings are compared with the petro-based commercial BC.

There is no significant improvement in thermal properties of the paint matrix, and it is less thermally stable than the commercial BC.

The paint developed through this study provides a simple and practical solution to reduce the petro-based feed-stock in automobile paint industry.

The current work which reports the use of ecofriendly PU BC for automobile paint applications is novel and findings of this study are original.

This research aims to create a methodology that integrates optimization techniques into preliminary cost estimates and predicts the impacts of design alternatives of steel pedestrian bridges (SPBs). The cost estimation process uses two main parameters, but the main goal is to create a cost estimation model.

This study explores a flexible model design that uses computing capabilities for decision-making. Using cost optimization techniques, the model can select an optimal pedestrian bridge system based on multiple criteria that may change independently. This research focuses on four types of SPB systems prevalent in Egypt and worldwide. The study also suggests developing a computerized cost and weight optimization model that enables decision-makers to select the optimal system for SPBs in keeping up with the criteria established for that system.

In this paper, the authors developed an optimization model for cost estimates of SPBs. The model considers two main parameters: weight and cost. The main contribution of this study based on a parametric study is to propose an approach that enables structural engineers and designers to select the optimum system for SPBs.

The implications of this research from a practical perspective are that the study outlines a feasible approach to develop a computerized model that utilizes the capabilities of computing for quick cost optimization that enables decision-makers to select the optimal system for four common SPBs based on multiple criteria that may change independently and in concert with cost optimization during the preliminary design stage.

The model can choose an optimal system for SPBs based on multiple criteria that may change independently and in concert with cost optimization. The resulting optimization model can forecast the optimum cost of the SPBs for different structural spans and road spans based on local unit costs of materials cost of steel structures, fabrication, erection and painting works.

The authors developed a computerized model that uses spreadsheet software's capabilities for cost optimization, enabling decision-makers to select the optimal system for SPBs meeting the criteria established for such a system. Based on structural characteristics and material unit costs, this study shows that using the optimization model for estimating the total direct cost of SPB systems, the project cost can be accurately predicted based on the conceptual design status, and positive prediction outcomes are achieved.

The color painting of ancient buildings has high historical and artistic value but is prone to aging due to long-term outdoor exposure. The purpose of this study is to develop a new type of sealing coating to mitigate the impact of ultraviolet (UV) light on color painting.

The new coating was subjected to a 500-h UV-aging test. Compared with the existing acrylic resin Primal AC33, the UV aging behavior of the new coating, such as color difference and gloss, was studied with aging time. The Fourier infrared spectra of the coatings were analyzed after the UV-aging test.

Compared with AC33, the antiaging performance of SF8 was substantially improved. SF8 has a lower color difference value and better light retention and hydrophobicity. The Fourier transform infrared spectroscopy results showed that the C-F bond and Si-O bonds in the resin of the optimized sealing coating protected the main chain C-C structure from degradation during the aging process; thus, the resin maintained good stability. The hindered amine light stabilizer TN292 added to the coating inhibited the antiaging process by trapping active free radicals.

To address the problem of UV aging of oil-decorated colored paintings, a new type of sealing coating with excellent antiaging properties was developed, laying the foundation for its demonstration application on the surface of ancient buildings.

This study aims to using Fourier transform infrared (FTIR) spectroscopy, Raman spectroscopy and scanning electron microscope/energy dispersive Xray spectrometer to identify different automotive coatings for forensic purpose.

Two four-layered samples in a hit-and-run case were compared layer by layer with three different methods. FTIR spectroscopy was used to primarily identify the organic and inorganic compositions. Raman spectrum and scanning electron microscope/energy dispersive Xray spectrometer (SEM-EDS) were further used to complement the FTIR results.

Two weak and tiny peaks in one layer found between two samples by FTIR, Raman microscope and SEM-EDS verified the result of differences. The study used the three instruments in combination and found it’s effective in sensing coatings, especially in the inorganic additives.

Using these three instruments in combination is more accurate than individually in multilayered coating analysis for forensic purpose.

The three different instruments all present unique information on the composition, and provided similar and mutually verifiable results on the two samples.

With this method, scientists could identify and discriminate important coating evidences with tiny but characteristic differences.

This study aims to explore the managerial conception of the determinants and barriers of sustainability integration into management control systems (MCS) of manufacturing companies in Sri Lanka. Although existing literature has explored the factors that influence the adoption of specific management controls to handle environmental and social issues, the role of management conception has been underrepresented. Specifically, literature is scarce in identifying contextual and organisational factors that influence corporates beyond mere adoption of controls but to integrate with regular controls, especially in developing countries such as Sri Lanka.

A multiple case study approach has been used to identify the management conception of barriers and enablers for sustainability control integration. The analysis is conducted based on a theoretical framework extending the work of Gond et al. (2012) and George et al. (2016). To obtain an in-depth and multifaceted view, semi-structured interviews were conducted with managers in charge of different functional departments of five manufacturing companies.

The findings identified managers’ perceived factors, such as environmental impact, stakeholder pressure (customer, competitor and regulatory authorities) and top management commitment, showing a clear difference between strongly and weakly integrated companies. Contrary to the literature, domestic regulatory pressure and multinational ownership do not sufficiently drive MCS sustainability integration.

The findings have implications for managers and practitioners to anticipate the potential barriers and determinants of sustainability integration and provide guidance to take proper measures to deal with them when designing and implementing their MCS.

The study adds value to the literature by presenting a theoretical framework based on the triangulation of different theories to recognise the significance of management idea in sustainable integration. Furthermore, because sustainable integration of MCS is a novel idea, this research is one of the earlier attempts to highlight problems from the perspective of developing countries.

Recent studies on search-as-learning (SAL) have recognized the significance of identifying users' learning needs as they evolve for acquiring knowledge during the search process. In this study, the authors clarify the extent to which search behaviors reflect the learning outcome and foster the users' knowledge of Chinese art.

The authors conducted an exploratory-sequential mixed-methods approach using simulated work task situations to collect empirical data. The authors used two types of simulated learning tasks for topics related to painting and antique knowledge. A lot of 25 users participated in this evaluation of digital archives (DAs) at the National Palace Museum (NPM) in Taiwan. For each set of topics, a close-ended task related to lower-level learning goals and an open-ended task related to higher-level learning goals.

The learning criteria reflect changes in the users' knowledge structure, revealing the SAL process. Furthermore, users achieved better task performance on the higher-level creative-learning task, which suggests that they met more learning criteria, exhibited a greater variety of search patterns when exploring the topics via interaction with various sources. Finally, there is a close relationship between creative-learning tasks, prior knowledge, keyword search actions and learning outcomes.

The authors discuss implications with respect to the design of DAs in practice and contributions to the body of SAL knowledge in DAs of online museums. For future reference, the authors provide implications for the development of learning measures from the perspective of user search behavior with associated learning outcomes in the context of DAs.