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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 paper aims to investigate the effect of Degussa P-25 Titanium Dioxide (TiO₂) nanoparticles on hydrophobicity and self-cleaning ability as a single organic coating on glass substrate.

Two methods have been used to enhance the hydrophobicity on glass substrates, namely, surface modification by using low surface energy isooctyltrimethoxysilane (ITMS) solution and construction of rough surface morphology using Degussa P-25 TiO₂ nanoparticles with simple bottom-up approach. The prepared sol was applied onto glass substrate using dip-coating technique and stoved in the vacuum furnace 350°C.

The ITMS coating with nano TiO₂ pigment has modified the glass substrate surface by achieving the water contact angle as high as 169° ± 2° and low sliding angle of 0° with simple and low-cost operation. The solid and air phase interface has created excellent anti-dirt and self-cleaning properties against dilute ketchup solution, mud and silicon powder.

Findings will be useful in the development of self-cleaning and anti-dirt coating for photovoltaic panels.

Sol method provides the suitable medium for the combination of organic–inorganic network to achieve high superhydrophobicity and optimum self-cleaning ability.

Application of blended organic–inorganic sol as self-cleaning and anti-dirt coating film.

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.

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 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.

This paper aims to prepare new modified alkyd resins and use it as an antimicrobial binder for surface coating applications.

Various modified alkyd resins were prepared by partial replacement of 3,6-dichloro benzo[b]thiophene-2-carbonyl bis-(2-hydroxy ethyl)-amide as a source of polyol with glycerol and confirmed by acid value, FT-IR, 1H-NMR. The modified alkyd resins were covering a wide range of oil lengths and hydroxyl content (0%, 10%, 20% and 30% excess-OH). The antimicrobial activity of the prepared alkyds was also investigated. The coatings of 60 ± 5 µm thickness were applied to the surface of glass panels and mild steel strips by means of a brush. Physico-mechanical tests, chemical resistance and antimicrobial activities were investigated.

The obtained results illustrate that the introduction of benzo[b]thiophene derivative as a modifier polyol within the resin structure improved the film performance and enhanced the physico-mechanical characteristics, chemical resistance and the antimicrobial activities.

The modified alkyd resins can be employed as antimicrobial binders in paint compositions for a variety of surfaces, particularly those that are susceptible to a high number of bacteria.

Modified alkyd resins based on antimicrobial heterocyclic compounds have the potential to be promising in the manufacturing of antimicrobial coatings and development of paints, allowing them to function to prevent the spread of microbial infection, which is exactly what the world requires at this time. Also, they can be applied in different substrates for industrial applications.

This paper aims to investigate the influential aspects of industrial branding in building customer brand engagement from the buyer’s and the seller’s points of view. Collecting buyer and seller information is essential to understand business-to-business interaction better. Buyer’s and seller’s perspective integration is significant for stakeholders to develop proper strategies to achieve customer brand engagement.

This study uses a structural equation model to examine the antecedents of customer brand engagement from the buyer’s perspective; then, the result is compared with the seller’s view by conducting an analytical hierarchy process. The authors exercise 140 valid data from the buyer’s industry and 9 experts from the seller’s industry.

This study finds that in developing customer brand engagement, rational brand quality is the most influential from the buyer’s view and top priority from the seller’s view. Surprisingly, both parties have different perspectives about the second and third priorities. The buyers put emotional brand associations as a second priority; perceived value is meaningless and insignificant. On the contrary, the sellers set the perceived value as the second priority and emotional brand associations as the last.

The respondents from the buyer industry cover various industries, and the research is limited to the buyer and the seller in the chemical polymer emulsion market, a market where product quality and application quality on the buyers’ side are essential and where the buyer–seller interaction is intense. Replicating the study in other industries and cultural backgrounds is recommended for generalization.

The paper’s novelty is that there are different priorities and perspectives from the buyer’s and the seller’s views. This study contributes to industrial brand engagement research studies. Investigation of the buyer’s and the seller’s perspectives in industrial brand engagement research studies is still limited.

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 integration of Industry 4.0 technologies with lean six sigma practices in the manufacturing sector for enhanced process improvement.

This study used a fuzzy decision-making trial and evaluation laboratory approach to identify critical Industry 4.0 technologies that can be harmonized with Lean Six Sigma methodologies for achieving improved processes in manufacturing.

The research reveals that key technologies such as modeling and simulation, artificial intelligence (AI) and machine learning, big data analytics, automation and industrial robots and smart sensors are paramount for achieving operational excellence when integrated with Lean Six Sigma.

The study is limited to the identification of pivotal Industry 4.0 technologies for Lean Six Sigma integration in manufacturing. Further studies can explore the implementation challenges and the quantifiable benefits of such integrations.

Integrating Industry 4.0 technologies with Lean Six Sigma enhances manufacturing efficiency. This approach leverages AI for predictive analysis, uses smart sensors for energy efficiency and adaptable robots for flexible production. It is vital for competitive advantage, significantly improving decision-making, reducing costs and streamlining operations in the manufacturing sector.

The integration of Industry 4.0 technologies with Lean Six Sigma in manufacturing has significant social implications. It promotes job creation in high-tech sectors, necessitating advanced skill development and continuous learning among the workforce. This shift fosters an innovative, knowledge-based economy, potentially reducing the skills gap. Additionally, it enhances workplace safety through automation, reduces hazardous tasks for workers and contributes to environmental sustainability by optimizing resource use and reducing waste in manufacturing processes.

This study offers a novel perspective on synergizing advanced Industry 4.0 technologies with established Lean Six Sigma practices for enhanced process improvement in manufacturing. The findings can guide industries in prioritizing their technological adoptions for continuous improvement.

Using the industrial data between 2000 and 2016, this study analysed the process of coupling and coordinated development of technological innovation and standardisation. Accordingly, the study considered the high-tech industry (five sub-sectors) in China as the research object.

Based on the summary of innovation and standardisation literature review, this study constructed a theoretical model of the influence of technological innovation and standardisation on industrial development from the perspective of the coupling system. Furthermore, the study employed multivariate linear regression analysis to explore coupling coordination relationships.

The study results revealed that high coupling coordination between technological innovation and standardisation is highly conducive to industrial development. Moreover, requirements for standardisation levels differ owing to different stages and characteristics in each segmented industry.

This study primarily contributes to the literature by using a bibliometrics tool to summarise related literature on innovation and standardisation and provides a new perspective of reviewing, and it also offers new evidence on the coupling coordination relationship between innovation and standardisation in the high-tech industry.