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COATINGSWORLD (ISSN 152-711-29) is published monthly by Rodman Media Corp., 70 Hilltop Road, Ramsey, NJ 07446 USA. Phone: (201) 825-2552; Fax (201) 825-0553.Periodical postage paid at Ramsey, NJ 07446 USA and additional mailing offices. Publications Mail Agreement No: 40028970. Return Undeliverable Canadian Addresses toCirculation Dept. PO Box 1051, Fort Erie, On L2A 6C7, [email protected]: Send address changes to: Coatings World, 70 Hilltop Rd. Ramsey,NJ 07446. Free subscriptions to Coatings World are available to qualified individuals. Others are as follows: U.S. one year $75; two years $120. Outside U.S. and overseas:
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Table of Contents
4 | Coatings World www.coatingsworld.com February 2015
24 Wood Coatings Market27 Corrosion Control30 Mixing Equipment Directory37 2015 Company Capabilties: A Special Yearly Supplement
February 2015 Vol. 20, No. 2
ADVERTISING SECTIONSClassified Ads.......................................................80 Advertising Index................................................. 81
COLUMNSiPaint ....................................................................16
Going to Court: Hard Spots and Rocks!
Business Corner ................................................... 18GrowthRemains the Keystone to Sustainable Profitability
International Coatings Scene ............................... 19Latin America Brazilian Economy Dims Coatings Outlook
Europe EUs New CLP Regulation on Labeling Cause
Concern
China Automotive Coatings Stays On Fast Growing Track
DEPARTMENTSEditorial .................................................................6As We Go to Press .................................................7Fresh Paint ............................................................. 8New Products ...................................................... 13Market Reports .................................................... 14Industry News ...................................................... 32Suppliers Corner .................................................. 34People.................................................................. 35Meetings .............................................................. 36Final Coat ............................................................. 82
24
Cover and above photo courtesy of Thompsons WaterSeal.
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EditorsPage
A Rodman Media Publication
70 Hilltop Road Ramsey, NJ 07446 USA
(201) 825-2552 Fax: (201) 825-0553
Website: www.coatingsworld.com
EDITORKerry Pianoforte [email protected]
VICE PRESIDENT/EDITORIAL DIRECTORTom Branna [email protected]
ASSOCIATE EDITORCatherine Diamond [email protected]
ART DEPARTMENTMichael Del Purgatorio
[email protected] Downing, [email protected]
INTERNATIONAL CORRESPONDENTSSean Milmo (Europe)
Charles W. Thurston (Latin America/Americas)
CONTRIBUTING EDITORSPhil Phillips
Steve McDanielEDITORIAL ADVISORY BOARDJim Berry (Berry Environmental)
Joseph Cristiano (consultant)
Thomas Frauman (consultant)
Joseph Prane (consultant)
Isadore Rubin (consultant)
Richard M. Tepper (PPG Industries)
Shelby F. Thames (University of So. Mississippi)
PRESIDENTRodman J. Zilenziger, Jr.
EXECUTIVE VICE PRESIDENTMatthew J. Montgomery
GROUP PUBLISHER / ADVERTISING SALESDale Pritchett [email protected]
ADVERTISING SALES (U.S.)Kim Clement Rafferty [email protected]
ADVERTISING SALES(Europe)
Ria Van den Bogaert, BVBA Vandenbo
Karmelietenstraat 24 C, Box 56, 1000, Brussels, Belgium
Tel.: +32 2 569 8905 Fax: +32 2 569 8906
Mobile: +32 497 05 0754 [email protected]
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ONLINE DIRECTORPaul Simansky [email protected]
C Wcirculation is audited by BPA Worldwide.
This months issue of Coatings Worldcovers two key markets wood
coatings and corrosion control.
Associate Editor, Catherine Diamond takes a look at the Wood
Coatings Market (page 24) in this months cover article. As a result of
a rise in the housing market, the wood coatings market has seen steady
gains in recent years. According to Phil Phillips, president of CHEMARK
Consulting, a growth of about 3.1 percent over the next 15 years is ex -
pected for the aggregate of wood protective and preservatives from $3100
million in 2013 to $4900 million by 2028.Currently wood coatings represent 84 percent, while wood preservatives
hold a 16 percent SOM, Phillips said. By 2023, the shares will shift three per-
centage points to 81 percent for coatings and 19 percent for preservatives.
The key segments for this market include siding and decking, furniture
and cabinets. In 2013, sliding and decking made up $698 and $673 million
(22.5 percent & 21.7 percent) of the market, while furniture made up at
$304 million and cabinets $332 million (9.8 percent & 10.7 percent).
Corrosion Control (page 27) covers the market for high-performing
corrosion control technologies. These coatings are used on a number of high
value structures such as offshore oil rigs, bridges and stadiums. These coat-
ings must withstand harsh environments and offer long-lasting protection.
According to Neil Wilds, technical manager, Protective Coatings atAkzoNobel, customers are asking now for guarantees up 20-30 years for off-
shore assets. Unlike the marine market, the offshore asset does not come back
to dock every ve years for inspection, he said. A xed-platform of FPSO
(oating production, storage and ofoading facility) can be offshore easily for
more than 25 years. In the North Sea, for example, there is a lot of extension of
the lifetime of platforms and therefore a lot of maintenance painting.
In high value infrastructure such as stadiums, airports and bridges, the
focus is also on low-maintenance systems, as they are constantly in use by
the public and are often very hard to access, he added. There is a large
focus on aesthetics in this market so chemistries such polysiloxanes and
uoropolymers are being utilized.
Another factor is what added value a corrosion control coating bringsto the table. A good coating should add value to the customers business,
whether this is a reduction in long-term maintenance, increased production
speeds, lower VOCs, reduced energy use or improved hygiene, said Andreu
Tarve, Hempel Group Assortment Manager. This value-add should be one
of the main considerations, as it often leads to a higher long-term return
on investment.
Wood Coatings andCorrosion Control
Technologies
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AsWeGoToPress
PPG Industries has submitted an offer to
acquire a majority interest in the aero-
space and automotive sealants businesses
of Le Joint Franais (LJF). LJF is a sup-
plier of sealants and adhesives products
for the aerospace and automotive indus-
tries and has been a long-term licensee of
PPGs aerospace sealant technology.
LJFs aerospace and automotive seal-
ants businesses would be spun-off to
form a new, separate entity, of which
PPG would be the majority owner.PPG anticipates closing the transaction
in the second half of 2015, following
completion of the French works council
consultation process, receipt of regula-
tory approvals and satisfaction of other
customary closing conditions. Financial
terms were not disclosed.
LJF is headquartered in France and is
part of the Hutchinson Group, a world
leader in sealing systems, vibration, acous-
tic and thermal insulation, fluid transfer
systems, transmission and mobility. LJFs
aerospace and automotive sealants busi-
nesses employ more than 200 people, andthe new entity would continue operations
in Bezons, France, at the facility where
these businesses are currently based.
This venture is a natural progression
for the two companies, as LJF has been a
licensee of PPG technology for more than
60 years. This would allow us to serve
our aerospace and automotive customers
with greater geographic reach and with
a wider array of automotive products,
said Michael McGarry, PPG chief operat-
ing officer.
Axalta and Kinlita FormJV to Provide Coatings toChinas Commercial TruckMarketAxalta Coating Systems and Shanghai
Kinlita Chemical have signed an agree-
ment to form a joint venture in China.
Aimed at driving deep into Chinas
burgeoning commercial truck mar-
ket, the agreement leverages Axaltas
position in coating technologies with
Kinlitas position in Chinas commer-
cial truck market to create a power-ful and compelling new presence in
Chinas commercial truck market. The
commercial truck industry plays a vital
role, from facilitating the transport of
goods to supporting the expansion of
the nations infrastructure, in supporting
Chinas economic development.
We are very pleased to be sign-
ing this joint venture agreement for
deeper cooperation with Kinlita, said
Michael Cash, senior vice president of
Axalta Coating Systems and presidentof Axaltas Industrial Coatings business.
Our agreement brings together our
leadership position in supplying the com-
mercial vehicle market globally with ad-
vanced coating technologies, such as our
environmentally responsible waterborne
primer and basecoats that can help com-
mercial truck manufacturers reduce their
overall environmental footprint, and
Kinlitas rich history and strong market
position. This is a win-win development
for our customers and for both of ourcompanies in China. CW
Index to Companies
This index gives the starting page for a department or feature with a sig-
nificant reference to a manufacturer of paint, coatings, adhesives and sealants
Subsidiaries are indexed under their own names.
AkzoNobel .................................................................................................. 8,27
Axalta Coating Systems ......................................................................7,8,27,35
BASF ............................................................................................................... 13
Benjamin Moore ............................................................................................. 24
Kelly-Moore ....................................................................................................13
Hardide Coatings .............................................................................................. 8
Hempel ..................................................................................................8,13,27
Henkel .............................................................................................................. 8
Minwax .......................................................................................................... 24
Nippon Paint..................................................................................................... 8
Thompsons Waterseal .....................................................................................24
PPG ..............................................................................................7, 8,27,35,82
Sherwin-Williams ........................................................................................ 8,13
PPG Makes Offers to Acquire Le Joint Francais
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Axalta Coating Systems is strengthen-
ing its performance testing capability by
opening a new product development cen-
ter at its facility in Lionville, PA. The cen-
ter is equipped with a Global Finishing
Solutions professional spraybooth and
advanced HVAC infrastructure designed
to enable specialists to simulate a variety
of North American climate conditions.
The simulation will help to assess refinish
automotive paint application.
Now application specialists canevaluate products in extreme envi-
ronmental conditions and fine-tune a
products application characteristics, if
necessary. This should help us make a
more robust product and get it to the
customer faster, said Stefan Reinartz,
Axalta National Refinish product man-
ager. Opening this facility is a testament
to Axaltas commitment to be the leader
in product innovation and technology.
Axaltas refinish coatings range from
surface preparation to undercoats,basecoats and high gloss clearcoats
across a portfolio of brands that include
Cromax, Standox, Spies Hecker, Nason,
and Imron PowerTint. Each product is
formulated to be effective in different
climates and when coating various sub-
strates such as metals, plastics and com-
posite materials.
The facility is engineered to enable a
quick turnaround from product devel-
opment to launch. A more refined pro-
totype helps to eliminate some of theiterative processes in field testing and
should ultimately shorten the time to get
a finished product to market, said Burt
Palmer, Axalta product manager.
Hempel Acquires DutchCoatings ManufacturerSchaepmanHempel has acquired Schaepmans
Lakfabrieken B.V, a leading Dutch sup-
plier of specialized industrial, protective
and decorative coatings. The acquisi-tion is part of Hempels five-year growth
strategy, One Hempel One Ambition,
and supports its goal of becoming one of
the worlds top 10 largest coatings suppli-
ers by the end of 2015.
Hempels group president and CEO
Pierre-Yves Jullien said, We are focused
on developing or acquiring new solu-
tions that add real benefits to our cus-
tomers. Schaepman represents what we
were looking for. It has a solid position
on the local market, a strong brand, in-
novative R&D and specialist productsthat will enrich our global assortment.
In addition, Schaepmans expertise in
the industrial coatings segment will
help open new business possibilities for
Hempel in this market.
Schaepmans management said it is
excited about the acquisition. With
Hempel we have found the perfect match.
Like Schaepman, Hempel, has many
years of experience and a strong focus
on R&D. Furthermore, Hempels solid
global presence will allow us to broadenour customer, geographical and techno-
logical base, said Berend ten Doeschate,
Schaepmans CEO.
Hempel acquired the U.S.-based pro-
tective coatings manufacturer Blome
International Inc. in 2012. Hempel has
seen significant growth in the Americas
as a result and many Blome products
are now available to Hempels global
customers. Hempel said it expects to
continue increasing its market presence
through strategic acquisitions within itskey segments.
PPG Plant in Bangplee,Thailand Recognized forZero Workplace AccidentsPPG Industries coatings manufactur-
ing facility in Bangplee was recently
recognized with a Zero Accident
Award by Thailands Department
of Labor Protection and Welfare,
Ministry of Labor.
The Zero Accident Award honorscompanies that demonstrate excellence in
prevention of workplace accidents. It is a
benchmark for environment, health and
safety programs (EHS) in Thailand.
The plant received a bronze-level
award from Permanent Secretary of the
Ministry of Labor Jirasuk Sugandhajati
for achieving between 1 million and
2.99 million personnel hours worked
from January 2012 through July 2014
with no occupational accidents causing
workday loss.
We are proud to be recognized forour commitment to safety within PPG
Thailand, said Kiat Wisanrakkit, plant
manager, Bangplee. We aim to engage
all of our employees in creating a safe
work environment, and we operate and
invest in equipment to provide a high
level of safety.
The plant uses a near-miss accident
reporting system, employs a management
intervention program and recognizes
employees for strong safety practices.
Wisanrakkit said these practices help theplant run smoothly and promote a cul-
ture of safety there.
PPG Offers Paper ColorSamples for Select DuranarCoatingsPPG Industries coil and building prod-
ucts group is now offering 10-by-10-inch
paper color samples of 10 Duranar coat-
ings through www.requestppg.com, its
on-demand sample- and literature-order-
ing portal.Sharon Bird, PPG marketing communi-
cations manager, industrial coatings, said
the new paper cards are designed to satisfy
requests from architects and designers for
large color samples that more closely ap-
proximate actual metal panel sizes.
We are always seeking new ways to
make it easier for building profession-
als and their customers to visualize how
coatings will look on a finished project,
Bird explained. The new 10-by-10-inch
color samples provide a cost-effectiveway to do so.
Axalta Opens NewU.S. Product Development Center
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PPG currently offers 10 of the most
popular Duranar coatings colors in the
10-by-10-inch paper format. They are
Black, Bone White, Bright White, Colonial
White, Champagne Gold, Pewter, Silver,
Silversmith, Silver Storm and Steel-CitySilver. Architects and designers may also
select from 90 color samples on 3-by-3-
inch metal panels.
PPG also publishes the Building
Products Coil Coatings Color Guide, an
eight-page booklet with 100 coatings
color chips categorized by product brand,
including Duranar, Duranar Ultra-Cool,
Duranar Vari-Cool, DuraForm, DuraStar,
Environ and Plasticron coatings.
Duranar coatings are formulated
with a proprietary combination of res-ins, pigments and solvents. As one of
the industrys best-known and most
trusted brands, Duranar coatings have
provided exceptional beauty, color and
long-term protection of metal compo-
nents on buildings around the world for
nearly 50 years.
AkzoNobel Signs GlobalSupply Agreement withDaimler AGDaimler AG has signed an agreement
with AkzoNobel Performance Coatings
making the company one of the ap-proved suppliers of vehicle refinishes
to Daimler dealerships and approved
bodyshops worldwide.
The contract covers the supply and
support of AkzoNobels Sikkens brand to
the companys dealership network includ-
ing Mercedes-Benz, Smart and Mercedes-
Benz commercial vehicles.
We are delighted to have been ap-
proved as a global supplier for one of
the worlds leading automotive com-
panies, said Jrg Anders, a key ac-count manager in AkzoNobels Vehicle
Refinishes business. The deal reflects
the industrys trust in our products and
services, our strength in product inno-
vation and color matching, and in par-
ticular the range of services and support
that we offer our customers.
The approval was achieved
after extensive analysis and
tests of Sikkens products and
a thorough investigation of in-
dustrial and business processes run at
AkzoNobel, which demonstrated com-pliance with the highest automotive in-
dustry standards.
Daimler said the partnership with
AkzoNobel will support the com-
panys growth plans in the worldwide
body and paint business. It added that
AkzoNobels product range and product
quality is greatly respected by the indus-
try and is delivered with a high level of
service and support.
Simon Parker, managing director of
AkzoNobels Vehicle Refinishes busi-ness added: This is a very significant
partnership with a leading global man-
ufacturer. We were able to achieve this
because of our truly global supply posi-
tion, along with our strength and depth
in innovation, color and peerless cus-
tomer service.
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Fresh
Paint
PPG EntersInto ExclusiveNegotiations toAcquire Revocoat
PPG Industries has announced that it has
entered into exclusive negotiations withthe Axson Group to acquire Revocoat,
a global supplier of sealants, adhesives
and damper products for the automotive
industry. PPG expects the transaction to
close in the first quarter 2015, following
the French works council consultation
process, regulatory approvals and other
customary closing conditions. Financial
terms were not disclosed.
Revocoat, headquartered in France, is
part of the Axson Group, a world leader
in high-performance operational polymerformulation. Revocoat employs more
than 500 people and operates seven man-
ufacturing facilities and one research and
development center.
Acquiring Revocoat will enable PPG
to continue to strengthen its specialty
materials offerings to global automotive
customers, said Cynthia Niekamp, PPG
senior vice president, automotive coat-
ings. The business represents a true adja-
cency with our core automotive original
equipment manufacturer (OEM) coatingsbusiness, strengthening PPGs existing of-
fering of sealant and adhesive products
for this industry.
Combining the expertise of the
Revocoat team with PPGs footprint will
enable us to serve our customers around
the world with an enhanced product
portfolio, said Jean-Marie Greindl, pres-
ident, PPG Europe, and vice president of
PPGs automotive OEM coatings business
in Europe, the Middle East and Africa.
During the last six years, themanagement team and employees of
Revocoat have driven the business to be-
come a strong global competitor in the
automotive OEM adhesives and sealants
market, said Charles Churet, Axson
president. PPGs automotive OEM
coatings business is the best possible
vehicle to bring Revocoat to the next
level of performance, providing custom-
ers with a broader and stronger product
offering and Revocoat employees with
more opportunities for growth and per-sonal development.
Nippon Paint LaunchesSociety Care Programsto Boost CSR Program inChinaNippon Paint China boosted its Corporate
Social Responsibility (CSR) programin 2014, with the launch of its Society
Care programs in nine big cities around
China. These charitable programs drew
the participation of over 1,000 voluntary
staff members from seven different busi-
ness sectors of Nippon Paint China, who
embodied the companys spirit in their
selfless work.
As one of Asias leading paint
manufacturers, Nippon Paint China
began their steps towards develop-
ing a social public welfare programback in 2009, when they initiated the
Color, Way of Love program, which
renovates and improves the learning
environment of schools in rural deso-
lated areas in China. They have also
developed several social interest ac-
tivities, which included establishing
a special fund together with China
Youth Development Foundation and
Shanghai United Foundation, for
Color, Way of Love; donating the
establishment of Nippon Paint ChinaHappy Art Class; launching training
programs for school teachers and pro-
viding teaching opportunities for col-
lege students.
Nippon Paint Chinas constant com-
mitment to social interests has gained
positive feedback from the public. Over
200 teachers and volunteers have partic-
ipated in their social interests program
and the company has received up to 350
million hits on their online community
platform. Most importantly, over 60,000students from rural areas have received
benefits from the companys help and
support programs.
As one of the five CSR programs
of Nippon Paint China, the companys
Society Care program provides help
for the vulnerable groups of society,
which include lonely elders, and dis-
abled and poor students. The company
has so far launched 15 activities under
the Society Care program in nine cit-
ies, which help repair schools, renovateresidences for elders, offering care to the
Amyotrophic Lateral Sclerosis (ALS) pa-
tients, and building houses for the poor
villagers in Sichuan Province. They have
achieved this with the support of China
Youth Development Foundation, China
Foundation for Poverty Alleviation,Shanghai United Foundation, Habitat
for Humanity China and China Next
Generation Education Foundation.
Social interest activities are also a ma-
jor focus of Nippon Paint Chinas CSR
program, with the company organiz-
ing activities like the Shanghai United
Walkathon- a long distance walking
activity for collecting funds for children,
and spending the Mid-Autumn Festival
with children suffering from autism.
These activities have not only helpedthe vulnerable groups, but also given the
volunteers touching memories and the
chance for growth.
Liu Wei, the general manager of
Nippon Paint Chinas LangFang office,
has participated in visiting visual-im-
paired children in a local nursery center
for disabled children in Beijing, empha-
sizing the importance of everyone tak-
ing part.
Compared with last year, the Society
Care has seen a considerable growth inthe increasing numbers of cities and peo-
ple that are involved. Ariel Wu, CSR, PR
and brand communications director of
Nippon Paint China, once interpreted the
companys social interest activities in the
following way: One act of kindness is
not difficult, what is difficult is to keep on
doing it and spreading it. Having every-
one from Nippon Paint China carry out
the social interest activities, to contribute
whatever they can and learn from each
other, to bring colorful lives and dreamsto vulnerable groups, for them to become
a person of responsibility and kindness is
never too hard, said Wu.
Henkel Opens Asias firstLoctite ImpregnationService Center in ChinaHenkel opened its first Asia-Pacific
Loctite Impregnation Service Center
in Suzhou, China. With this new ser-
vice center, Henkel brings its leading
and innovative impregnation technol-ogy from Europe into Asian and other
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Fresh
Paint
emerging markets.
The Suzhou Loctite Impregnation
Service Center (LIS) is a modern 1,000
square meter workshop located in the
center of Suzhou Industrial Park which
is 50 km from Shanghai. This servicecenter, located in the vicinity of major
automotive manufacturers and their
suppliers, means reduced transporta-
tion distances equating to time and
cost savings.
Staffed with in-house technical ser-
vice engineers, LIS offers a world class
level of quality and service with maxi-
mum flexibility to increase efficiency in
customers processes.
Loctite is a standardized process flow,
quality system, fully automated com-puter controlled impregnation system,
and high-tech resins deliver consistent
quality and sealing performance. Once
parts are returned, customers can expect
maximum sealing rates, zero damage,
and zero distortion, clean and ready to
use parts for the subsequent processing
steps, the company stated. The highly
efficient design of Loctite impregnation
service enables customers to achieve
greater levels of sustainability by mini-
mizing wasted resin and shortening theprocessing time.
Loctite Impregnation solutions
reliably seal all forms of porosity
in many automotive parts, such as
cylinder heads, water pumps and
compressors.
Since its establishment, Henkel has
hosted experts from foundries, automo-
bile manufacturers, and machining indus-
tries. Henkel plans to further expand theLoctite Impregnation Service Center in
the coming years in order to accommo-
date an increasing need for quality and
innovative technologies from the Asian
automotive market.
PPG Industries FoundationDonates More than $55,000to Educational Programs inPittsburgh AreaThe PPG Industries Foundation recently
donated more than $55,000 to sevenorganizations for education-related ini-
tiatives in the Greater Pittsburgh area,
where the company maintains its global
headquarters and several facilities. The
grants highlight PPG Industries com-
mitment to supporting its local commu-
nities and align with the PPG Industries
Foundations priority of enhancing edu-
cational opportunities.
The recent grants funded:
The Pittsburgh Section of the
American Chemical Society for sup-port of National Chemistry Week
2014;
Carnegie Science Center for STEM
Center support and sponsorship
of SciTech Days, where
middle- and high-school
students connect with sci-
entists and technologists
at the center;
Childrens Museum of Pittsburgh forPPG Color Weeks, which introduce
children to the science behind color
through hands-on activities;
Support for pre-K to 8th-grade
students through the Extra Mile
Education Foundation;
Pirates Charities for the Pittsburgh
Pirates Education Days program;
Operating support for Reading Is
FUNdamental Pittsburgh to help
foster a lifelong love of reading in
children from low-income families;and
Support with the Rooney Foundation
to make the national Academics in
Motion program available in two
Pittsburgh-area high schools.
The PPG Industries Foundation is
proud to support many great educa-
tion programs that operate close to our
home, said Sue Sloan, executive director,
PPG Industries Foundation. These ini-
tiatives all encourage students to explore
their world, and many emphasize the sci-ence, technology, engineering and math
disciplines that are so important to the
future success of advanced manufactur-
ing companies.
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Fresh
Paint
Sherwin-WilliamsOpens 4,000thRetail Location inU.S., Canada and
Caribbean
Sherwin-Williams has opened its 4,000thretail location in the U.S., Canada and
Caribbean. The nations largest spe-
cialty retailer of paint and painting sup-
plies has opened its newest location in
Sewickley, Pennsylvania.
The opening of Sherwin-Williams
4,000th store is a landmark occasion
for our company, said Chris Connor,
chairman and chief executive officer,
Sherwin-Williams. Sherwin-Williams
is committed to delivering an exception-
al painting experience to homeownersand professionals alike. We also believe
in making a positive difference in the
communities we serve and look forward
to showing our support for Sewickley
and the surrounding boroughs in the
coming years.
In honor of the 4,000th store open-
ing, Sherwin-Williams will donate
$40,000 to Austins Playroom Project,
an initiative of the Mario Lemieux
Foundation. The funds will furnish in-
teractive iPad tables in 10 hospital play-rooms in the Pittsburgh area and across
the country. Austins Playroom Project
seeks to benefit families and improve
the quality of a childs hospital experi-
ence whether as a visitor or patient
by furnishing cheerful playrooms
that are safe, calming and comfort-
able. The playrooms feature Sherwin-
Williams paints, such as Optimistic
Yellow (SW 6900), Sundance (SW
6897) and Exciting Orange (SW 6647).
Sherwin-Williams will also donate
$4,000 to the Sewickley Civic Garden
Council for the construction of a new
gazebo in Wolcott Park. The current ga-zebo is a celebrated cornerstone of the
Sewickley community.
H.B. Fuller Company Agreesto Acquire ContinentalProducts LimitedH.B. Fuller Company has announced that
it has signed an agreement to purchase
Continental Products Limited, a pro-
vider of industrial adhesives in East and
Central Africa. This business will gener-
ate approximately 2.3 million in revenuefor the 2014 fiscal year. Based in Nairobi,
Kenya, Continental will be included in
H.B. Fullers Europe, India, Middle East,
Africa (EIMEA) operating segment.
With this acquisition, we will take
a significant step forward in our plan
to grow in Africa, said Steve Kenny,
senior vice president, EIMEA, H.B.
Fuller. H.B. Fuller has a strategic fo-
cus on growth in emerging markets,
and the Continental business will
enable us to deliver specialty adhe-sive products to key customers in the
East and Central African regions. The
Continental team has developed ex-
tensive market knowledge and excep-
tionally strong customer relationships,
and coupled with their local manufac-
turing capabilities, H.B. Fuller will be
able to further enhance partnerships
with its customers to develop and
produce new and better products for
their customers.
Hardide CoatingsBoosts UK Facility for
Nanostructured TungstenCarbide CoatingsHardide Coatings has invested a six-
figure sum in its UK manufacturing facil-
ity increasing its installed capacity by
nearly 50 percent to deal with growing
demand for its range of nanostructured
tungsten carbide coatings.
The installation of a third large ca-
pacity reactor is part of an investment
program which will also recruit up to
three additional operations staff to
meet increasing demand from exist-ing and new customers at its plant in
Bicester, Oxfordshire.
PPG Foundation SupportsElementary School Programin IllinoisChris Campbell, facility manager at PPG
Industries industrial coatings manufac-
turing facility in Mount Vernon, Illinois,
has presented PPG Industries Foundation
checks totaling nearly $4,000 to North Side
Elementary School Teachers Brenda Slover,Kerri Meritt, Zack Holtz and April Smith.
These checks supported programs to
teach third-grade students about robotics,
to provide phonetic readers to kindergar-
ten students, to introduce a color-coded
approach to enhancing oral and written
language, and to provide math journals
and guidance for students in kindergarten
through third grade. CW
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New
Products
Kelly-Moore UnveilsSuper Premium Matte Finish
Kelly-Moore Paints has released its
newest paint finish for its super pre-
mium interior paint line, DuraPoxy.
A flat matte finish will be available in
DuraPoxy in April.
Just as the entire DuraPoxy family, the
new Matte is a 100 percent acrylic formu-
lation, low VOC with easy water cleanup
and contains an anti-microbial agent
to ensure very low odor. The DuraPoxy
Matte Interior Paint also is stain and mil-
dew resistant and was crafted to provideoutstanding adhesion.
Available at Kelly-Moore retailers be-
ginning April 1st, DuraPoxy Matte is of-
fered in four bases, in gallons, quarts and
fives, and is designed for both residential
land commercial applications.
BASF LaunchesMasterProtect C 350, aHydrophobic Wall CoatingBASF launched a new wall coating in
the U.S. and Canada, engineered forenhanced protection of vertical con-
crete, concrete masonry units (CMU)
and masonry.
MasterProtect C 350 hydropho-
bic coating is the latest addition to the
MasterProtect line of protective coatings,
part of BASFs Master Builders Solutions
brand. The hydrophobic properties of
MasterProtect C 350 provide an attrac-
tive finish which resists dirt pick-up, and
requires only rainfall or rinsing with
water to remove any dirt which does ac-cumulate, helping reduce exterior main-
tenance costs, according to the company.
MasterProtect C 350 can be applied
as a restoration topcoat or to new verti-
cal construction. It is designed to with-
stand wind driven rain as well as heavy
UV exposure, resulting in long-lasting
color retention.
MasterProtect C 350 is avail-
able in four tintbases, with formula-
tions to match the 50 colors in the
MasterProtect Color Portfolio. Customcolors are also available.
Sherwin-Williams AddsThree Finishes to KEM
Aqua Building Products LineSherwin-Williams recently added Kem
Aqua SoPro, Kem Aqua Wood Grain and
KEM Aqua Earth Tones exterior siding
topcoats to its Kem Aqua family of fin-
ishes. Along with Sherwin-Williams KEM
Aqua BP Siding Plus, these finishes pro-
vide quality and value in a broad range
of colors to professional prefinishers, ac-
cording to the firm.Kem Aqua SoPro, Kem Aqua Wood
Grain and Kem Aqua Earth Tones were
formerly offered as the Duckback-
branded products SoPro, Wood Grain
Natural Toners, and Wood Grain Earth
Tones, which Sherwin-Williams acquired
in September 2013.
Products available to siding and trim
manufacturers include:
KEM Aqua BP Siding Plus a self
cross-linking monochromatic system that
provides consistent performance acrossall substrates, eliminating the need to
stock different coatings for each sub-
strate. Production time is saved and color
consistency enhanced through one-coat
application, including dark, bold shades
that are available in solar reflective tints.
Fast cure times allow fast slip-sheeting
and packaging. Enhanced adhesion prop-
erties increase durability and reduce on-
site installation issues.
KEM Aqua SoProTopcoat a 100
percent acrylic latex finish that providesexcellent adhesion to primed fiber ce-
ment, composite wood and hardboard
siding and trim. It offers exceptional hid-
ing and color retention. The finish also
provides outstanding color matching.
SoPro provides an eggshell sheen that is
hard, yet flexible, for enhanced durabil-
ity. KEM Aqua SoPro is available in 145
colors as well as custom matched colors.
KEM Aqua Wood Grain a two-
part system for fiber cement and compos-
ite siding and trim, comprised of a basecoat that reduces efflorescence and adds
protection against UV rays and moisture.
The top coat provides a uniform wood-
like finish, accentuating the natural grain
patterns of the siding and trim. Six colors
are available.
KEM Aqua Earth Tones a blend of
two tones that creates a multi-hued, natu-
ral look rather than a flat painted surface.
Designed for application on composite
and fiber cement siding and trim, it is
available in 21 colors.
Hempel Launches Two NewPure Epoxy CoatingsHempel has announced the launch of
two new pure epoxy coatings, Hempadur
15600 and Easy 47700.
An addition to the HEMPADUR
range, HEMPADUR 15600 is a IMO
PSPC cargo oil tank compliant, pure ep-
oxy tank coating resistant to continuous
immersion in a range of chemicals, in-
cluding crude oil up to 80 C/176 F, ac-
cording to Henkel.In addition, this new pure epoxy coat-
ing incorporates high cross-link density
technology on level with a phenolic ep-
oxy coating, which gives added chemi-
cal and corrosion resistance and a hard,
smooth and glossy surface for easy clean-
ing. HEMPADUR 15600 is also suitable
for grey and black water tanks, mud and
brine tanks, refrigerated seawater fish
tanks and other vessel tanks.
HEMPADUR EASY 47700 is a new
pure epoxy all seasons primer designedfor the marine maintenance market. It
was developed in response to demands
for a reliable, user friendly and flexible
coating for use in dry-dock under all cli-
mate conditions. This new coating can
be used on almost all vessel surfaces and
was designed to deliver high surface tol-
erance and reliability across the tempera-
ture scale. HEMPADUR EASY 47700
can be applied at temperatures as low as
-10C/50 F and up to +40 C/104 F which
allows it to be used in most dry docks andat most times of the year. CW
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MarketReports
IRL has launched a new edition of its
regional title, A Profile of the Eastern
European Paint Industry. This fully up-
dated report provides market data for
2013 and forecasts for 2018, and gives
an overview of the paint industry trends
across ten countries in the region.
The total market for paints and coat-
ings in Eastern Europe was more than
2.8 million tons in 2013, and is forecast
to rise to more than 3.3 million tons by
2018. This is equivalent to an average an-nual growth rate of 2.7 percent.
On a country-by-country basis,
Russia is by far the largest national mar-
ket, accounting for approximately 54
percent of total demand. The Russian
paints and coatings market is forecast to
grow at a modest rate due to the slow-
down of the Russian economy caused by
a drop in oil prices, high interest rates
and Western sanctions.
The second largest paint market of
Turkey will enjoy the highest growth rateover the next few years, underpinned by
increasing domestic demand for locally-
manufactured goods and increasing in-
come of the Turkish population.
Architectural and decorative coatings
for consumer and professional uses ac-
count for around 59 percent of the total
market, although this proportion var-
ies from country to country. Growth is
forecast to be the highest in the industrial
wood and powder coatings segments. The
growth in the demand for industrial woodcoatings is influenced by the dominant
market of Turkey, the furniture produc-
tion of which is currently booming due to
high domestic and international demand
for Turkish-made furniture. The most at-
tractive opportunities for the supply of
powder coatings to the East European
region exist, predictably, in Russia and
Turkey, where the demand for them is,
firstly, driven by their product advantages
over their liquid analogs.
A Profile of the Eastern EuropeanPaint Industry gives an insight into the
market changes in the past few years, as
well as outlining the key trends affect-
ing the decorative and industrial coat-
ings segments for each individual country
covered. The scope of the study cov-ers Armenia, Belarus, Estonia, Georgia,
Latvia, Lithuania, Moldova, Russia,
Turkey and the Ukraine. It provides 2013
market data on nine mainstream paints
and coatings segments: architectural/
decorative, industrial wood coatings,
protective coatings, marine coatings,
automotive OEM coatings, automotive
refinishes, powder coatings, general in-
dustrial coatings and plastic coatings.
Forecasts on these are also presented for
the year 2018. The cost of the full reportis 3,950.
Sections of the report, priced individu-
ally, are available to purchase online at
www.informationresearch.co.uk.
Kusumgar, Nerlfi &Growney Announce FifthU.S. Paint & CoatingsIndustry StudyKusumgar, Nerlfi & Growney has an-
nounced the commencement of its fifth
U.S. Paint & Coatings Industry study.
According to the firm, the industry is
continuing its recovery from the global
recession of 2008-2009. Consumption
is projected to be 8.8 billion dry pounds
(excluding water and solvent) in 2015
valued at some $28 billion. Despite be-ing a mature industry, coatings continue
IRL Publishes Profile of theEastern European Paint Industry
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MarketReports
to evolve to meet the challenges of reg-
ulations, growing consumer demands,
increased emphasis on sustainable prod-
ucts, globalization, cost pressures, etc.
The recent sharp drop in oil prices could
force coating prices lower if continued. Architectural coatings are projected to
capture just over one-half of the pounds
in 2015. Volume is still somewhat below
the peak level of 2006 but has grown
modestly in recent years. Pricing is up as
material costs have increased and prod-
ucts have become more sophisticated.
Original equipment manufacturer
(OEM) coatings are forecast to take
one-quarter of the volume in 2015.
OEM coating growth varies among the
end uses with automotive and aerospacegrowing strongly in recent years. Special
purpose coatings are expected to be 24
percent of the 2015 volume. Industrial
maintenance and specialty roof coatings
are end uses which have grown with the
economic recovery and increased con-
struction spending.
Water-based technology is forecast
to be 58 percent of the volume in 2015,
up from a 48 percent share in 1996.
Architectural paints are 71 percent of
the WB pounds and industrial coatings,which includes both OEM and special
purpose, represent 29 percent. Solvent-
based technology is projected to cap-
ture 30 percent of the 2015 pounds
which is down from a 42 percent share
in 1996. Just over 70 percent of the sol-
vent-based coating in 2015 will be used
in industrial applications.
Powder, radcure and other 100 per-
cent solids technologies are nearly exclu-
sively confined to the industrial coatings
segment. They are projected to garner 11percent of the coating pounds in 2015.
These technologies represent roughly 40
percent of the OEM volume and 5 perce
nt of special purpose coatings. Powder
has grown from 14 percent of the OEM
coating volume in 1996 to just over a 20
percent share in 2015.
The U.S. Paint & Coatings Industry,
2015-2020 will be published in 2016
and is available through subscription.
Interested parties are invited to contact
the company by calling 201-773-0785 orby e-mail at [email protected].
Study on World Demandfor Decorative LaminatesGlobal demand for decorative laminates
is expected to rise 5.6 percent per
year to 10.7 billion square meters in
2018, valued at $40.8 billion. Demandwill benefit from expected increases
in the manufacture of products such
as cabinets, ready-to-assemble (RTA)
furniture, and flooring, which are
often made from engineered wood and
laminated. Gains will also be driven
by increased market penetration at the
expense of other surfacing materials
(wood veneer and paint) due to cost and
performance benefits. Furniture and
cabinets were the largest markets for
decorative laminates in 2013, accountingfor nearly 70 percent of total demand.
These and other trends are presented
in World Decorative Laminates, a
new study from The Freedonia Group,
Inc., a Cleveland-based industry market
research firm.
The Asia/Pacific region was the largest
market for decorative laminates in 2013,
with nearly 50 percent of the global to-
tal. Analyst Pam Safarek notes that, the
region benefits from its leading position
in engineered wood production, particu-larly particleboard and medium density
fiberboard (MDF), which are often given
a laminate layer at the point of produc-
tion. Advances for laminates will be
propelled by the continuing develop-
ment of the large Chinese market, which
alone accounted for 31 percent of global
demand in 2013. China is the worlds
largest producer of RTA furniture and
laminate flooring. Manufacturing ca-
pacity for laminated boards continues
to expand in China. India is expectedto post the most rapid gains in laminate
demand worldwide through 2018. The
country continues to rapidly develop its
manufacturing sector, including cabinets
and RTA furniture, and to increase its
capacity to produce particleboard and
MDF as a way to more efficiently use lo-
cal wood resources.
Well-established decorative laminate
industries are found in Western Europe
and the U.S., where engineered wood and
paper industries are highly developed.Despite an ongoing shift in production
of many laminated engineered
wood products toward China,
India, and other developing ar-
eas, demand for laminates in
Western Europe is still significant, as the
region maintains large RTA furniture andlaminate flooring industries. Germany,
France, and Sweden are regional leaders
in the production of RTA furniture. The
U.S. also maintains significant production
capacity for RTA furniture, cabinets, and
laminate flooring.
Smart Coatings Market toReach $5.8 Billion by 2020NanoMarkets has announced the release
of a new report titled, Smart Coatings
Markets 2015-2022, a report that con-tinues the firms coverage of the smart
coatings market dating back to 2010.
The report shows that the smart coatings
market will grow from around $610 mil-
lion in 2015 to $5.8 billion in 2020.
The report analyzes the markets for
smart coatings in key sectors of the
economy including construction, en-
ergy, automotive, healthcare, consumer
electronics, textiles and the military.
Coverage includes relatively mature
smart coatings (e.g., self-cleaning coat-ings), along with latest materials such as
smart multi-layer coatings.
The report also provides detailed
eight-year forecasts in both volume and
value terms and for each end-user sector
and includes separate forecasts for all the
main classes of smart coatings as well as
for the underlying oxides, polymers, etc.,
from which they are fabricated.
Firms addressed in the report include:
3M, AK Coatings, AkzoNobel, Axalta,
BASF, Clariant, Corning, Debiotech, DowChemical, Dow Corning, DSM, Dunmore,
Duco, DuPont, GE, Gentex, Hempel,
Hypho Technology, Industrial Nanotech,
IngeniaTouch, Jotun, Lonza Industrial
Solutions, Lubrizol, Nanovations, Nano
Lab, nGimat, NSG, P2i, Pilkington,
Pleotint, PPG, Research Frontiers, Ross
Technology, Sage Electrochromics, Saint-
Gobain, SeePoint Technology, Seagate,
Senseg, Silco Tek, Sherwin-Williams,
Specialty Coating Systems, SRI, Svaya,
SWITCH Materials, Tesla Nanocoatings,Toyota and Valspar. CW
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IPaint Protecting the P&C Industrys Intellectual Assets
by Steve McDaniel and Jon Hurt
Technology Litigators
Civil court is a double-edged sword
that can cut you pretty badly
when trying to keep your trade
secrets actually Secret. You can go to
court specifically to stop use or disclosure
of your proprietary information, or even
for some reason not related to trade se-
cret misappropriation. But, if you are notvery careful, the generally noble-minded
tendency of courts to be open forums
can lead to the destructive release of your
trade secrets into the public domain.
There are several legal maneuvers gen-
erally available to help protect you from
unintentionally disemboweling yourself
on the blade of justice.
The overall goal of your efforts is to
establish that you took reasonable mea-
sures to maintain the secrecy of your
trade secrets. This includes reasonableefforts to do so during court proceed-
ings. It allows you the best chance of per-
suasively arguing that the court records
should be sealed after trial is complete.
And, subsequently, to show that you have
not lost your trade secrets property rights
during a court proceeding. Failure to do
so may (assume will) result in the loss of
your trade secrets.
The first thing you should seek is a
protective order where any proprietary
information is filed with the court underseal. Typically, you negotiate a confiden-
tiality agreement with your adversary as
early as possible during discovery stating
that certain information should remain
confidential, and then you ask the court
to issue a protective order modeled on the
agreement.
A protective order may stipulate, for
instance, that only the counsel (and pos-
sibly the parties and/or experts) may have
access to proprietary information in the
discovery process, what documents arefiled under seal, and how the documents
are to be handled after trial to maintain
confidentiality. This path avoids asking
the court for protection to keep under
seal each separate filing having propri-
etary information. But, it may be hard to
implement a protective order if both par-
ties and the court cant achieve agreement
regarding the bounds of the order.
One party may want information to
be fully available to witnesses during
trial, or may just not want to make life
easy for the other guy by acknowledg-ing information to be confidential (Do
you really want to pursue this court case
and possibly exposure your trade secrets,
pal?). And some courts may be less than
enthused by the extra work in segregating
unsealed and sealed records, in addition
to undermining the tradition of transpar-
ent court proceedings. Be prepared to
demonstrate the necessity of these actions,
including arguing that alternatives such
as redacting documents would not be ef-
fective in maintaining the necessary levelof secrecy. And, of course, follow all the
guidelines we have discussed concerning
reasonable efforts to maintain your trade
secrets OUTSIDE the courtroom (http://
www.coatingsworld.com/issues/2012-09/
view_ipaint/the-wall-of-your-trade-se-
cret-vault-is-made-of-paper/).
Even with a protective order in place
regarding public access to documents,
what about members of the public (i.e.,
competitors seeking the trade secrets)
simply attending the trial and payingclose attention? A lot can be said during
live oral testimony, and key information
can be displayed using giant flash cards
or other audio visual memory aids called
exhibits. What is heard cannot be un-
heard, what is seen cannot be unseen.
And your less than friendly opposition
will likely be keenly aware of this issue.
For example, in The Gates Rubber Co. v.
Bando Chemical Industries Ltd. (9 F.3d
823, 28 USPQ2d 1503), the defendant
argued that a permanent injunction wasinappropriate to protect the plaintiffs
trade secrets as they were no longer trade
secrets after disclosure during the perma-
nent injunction hearing. Wow, talk about
a damned if you do damned if you dont
argument! Fortunately, as the attorney
for the plaintiff monitored the presence
of observers in the courtroom during the
hearing, and sought that the record of the
hearing was subsequently placed under
seal, it was deemed to be reasonable ef-
forts to maintain the trade secrets secre-
cy. Do not forget that anywhere sworn
testimony is given (i.e., a deposition of
your CEO at your own lawyers fancy
Ming-vase bedecked conference room),
there is substantial risk of inadvertent
disclosure of your trade secrets.
But to really cover this issue, you may
consider getting a court order to close theproceedings to the public before words
Going to Court: Hard Spots and Rocks!
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IPaintProtecting the P&C Industrys Intellectual Assets
start to fly. Good luck with that. You
will need to convince the court something
along the lines that no reasonable alter-
native exists to protect the trade secret
holder from the harm that would occur
due to disclosure in a public court setting.It is not unheard of to get a closed court
proceeding, but the existence of trade se-
crets in the case does not get an automatic
grant to close the court. It may be wise
to sharpen your arguments as to the exis-
tence and value of your trade secrets far
in advance of any potential legal action to
convince the court to do what is needed
to protect your property. And, if you have
paid attention to our admonishments in
iPaint (http://www.coatingsworld.com/is-
sues/2013-01/view_ipaint/how-much-is-
that-trade-secret-worth/), you will have
a ready list and valuation that you have
frequently updated (of course you have!).
If you are slow to parry your op-
ponents slight of legal hand in keeping
court proceedings tightly under wraps,
then the bleeding out of your trade secretsstarts. In Littlejohn v. Bic Corp. (697
F.Supp. 192 (1988)), a product liability
case about Littlejohn accidentally getting
burned by a Bic lighter, a protective order
was in place to protect Bic Corps trade
secrets. Unfortunately, Bic Corps counsel
did not object to exhibits introduced attrial that disclosed trade secrets covered
by the order. A post-trial attempt by Bic
to get the Court to seal the trial record
was not granted, and it was found that
failure to raise the issue of confidential-
ity regarding the exhibits and seeking an
order sealing the record during the trial
constituted a waiver of rights granted by
the protective order. Oops!
You can learn a lot on what you
should do based on the reasoning courts
use to deny a request for sealing the caserecord. In Carnegie Mellon University v.
Marvell Technology Group, Civ. Action
No. 09-290 (W.D. Pa. Mar. 29, 2013),
the court found that a partys confiden-
tiality interest in its trade secrets were
waived by failing to take the following
actions during trial: seek a protective
order, request a closed proceeding after
the courts warning, make submissions
regarding confidential information in
the judges chambers before introduction
into the public record, and moving to sealthe records. The court also noted that
evidence of harm by public disclosure at
trial was not presented. The point being,
if you wind up in court, be prepared for
the eventuality that despite your good but
not perfect efforts, you still may wind up
having your trade secrets exposed.
Even if you succeed in having the court
records sealed, that does not mean they
cant be unsealed during appeal. Apple
Inc. found this out as public sources were
cited as disclosing the trade secrets subjectto seal, leading the U.S. Court of Appeals in
San Francisco (9th Cir.) to state that Apple
cannot have this court seal information
merely to avoid confirming that the pub-
licly available sources got it right. So, if
there was a question in the minds of your
competitors as to whether your trade secret
was even partly reversed engineered, you
can put that issue to rest to their advantage
by disclosing the trade secret in court, even
when you thought you were protected.
Well, what recourse do you have af-ter loss of your trade secrets due to
litigation? Can you recover financial
losses from the state or Federal gov-
ernment? Probably not, but the idea is
something to keep an eye on as case law
progresses over time. The federal Takings
Clause states that nor shall private prop-erty be taken for public use, without just
compensation, and as trade secrets have
been held to qualify for this protection
by the Supreme Court in Ruckelshaus
v. Monsanto Co. The Courts position
was that a government agencys disclo-
sure of a trade secret that interferes with
reasonable investment-backed expecta-
tions could qualify as a taking, and
thus make governmental compensation
possible. And it has been speculated in
legal circles that a courts refusal to or-der protective measures could amount to
a taking when trade secrets are lost by
disclosures at trial.
But given various courts view from
the decisions discussed above that the
burden is on you to take reasonable
measures to protect your trade secrets,
trying to switch that attitude 180 while
blazing new legal trails will likely be an
uphill battle.
Is there an alternative to the court
process that is any better? Well, thereis state-run arbitration, which was sup-
posed to be a more confidential way
to resolve business disputes, but the
Supreme Court recently let stand a rul-
ing that Delawares arbitration system
must be open to the public like civil
trials. Ok, what about private arbi-
tration? The Supreme Court has de-
scribed private arbitration as able to
be designed by the parties so that pro-
ceedings be kept confidential to protect
trade secrets. So, if you are on goodenough terms with the opposition to
reach a mutual agreement to a confi-
dential arbitration proceeding, it is an
avenue to be considered.
Ok, lets face it: this whole situation
is rife with peril! But, sometimes you
gotta do what you gotta do. Failure to
aggressively protect against theft of your
trade secrets is a death knell for their con-
tinued existence. Failure to keep up the
hard work of protecting them in a court
proceeding is just as much a requirement.Hard spots and rocks. CW
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Business Corner Strategies & Analysis
by Phil Phillips, PhD
Contributing Editor
In 2007 & 2008, our industry was negatively affected by a se-
vere general economic recession. We all know the symptoms .
. . major multi-industry wide job losses in concert with signif-
icant budget cuts. In these very bad times, basically to satisfy the
oft-times abstract thinking stakeholders, personnel cuts are made
on the short-term that are either the wrong ones or they are too
deep or . . . . many times . . . both. In the present relatively goodtimes, we need to remember some of the practices that kept us
in positive positions as well. In a recent article by Dr. Rosabeth
Moss Kanter, she stated that in a recession, put everyone in
marketing. Dr. Kanter delineates five suggestions:
1. Increase customer contact & communications: Customers
cannot play second fiddle to support elements
2. Start looking for new markets now: All companies need the
flexibility to move quickly into promising markets. Adjacent
markets where technologies can match and growth is greater
than the incumbent segments.
3. Invest in employee morale: When morale is down, fear sits
in and worries reduce productivity4. Emphasize & reward small wins: Everyone should be in-
volved in undertaking small improvement that can become
large positive impacts taken together
5. Stick with our values: Cutting corners with customers
doesnt work. Marginal ethical tactics such as gifts to a
purchasing agent are short-lived tactics that many times
have a reverse impact on the relationship. (1)
Loyalty & GrowthWhat is loyalty? Loyalty is the willingness of someone (cus-
tomer, employee, or friend) to make an investment or personal
sacrifice in order to strengthen a relationship. For a customer, itcan mean staying with a supplier who treats him well and gives
him good value over the long term even if the supplier does not
offer the best price in a particular deal.
True loyalty undoubtedly affects profitability. While regular
customers arent always profitable, their choice to stay with a
product/service typically reduces the customers acquisition
costs. Loyalty also drives top line growth. Customers who are
truly loyal tend to buy more over time, as their company in-
comes grow or they devote a larger share of their wallets to a
supplier they feel good about.
Loyal customers spread the word about their supplier.
Word-of-mouth recommendations are one of the best indica-tors of loyalty because of the customers sacrifice in making the
recommendation. That is, in making a voluntary positive state-
ment about a supplier is figuratively the equivalent to giving a
part of the recommenders heart and soul to another part of the
value chain. They put their reputations at risk in acting in this
manner. So, the important question is, when will a loyal customer
place their reputations at risk? They will do so only when they
feel intense loyalty. Intense loyalty by a customer can provide the
supplier with the opportunity to gain new customers which is
particularly beneficial as a supplier grows.
Because loyalty is so important to profitable growth, measur-ing and managing it makes good sense. It is, however, unfortu-
nate existing approaches miss the mark and fail to accuratelyaccount for the true measure of loyalty, therefore, leading to
unsound results. Conventional customer-satisfaction measures
lack a consistently viable connection to actual customer behav-
ior and growth. It is difficult to determine a strong correlation
between high customer satisfaction scores and outstanding sales
growth. In fact, in some cases, the reverse is true. K-Mart is an
outstanding example of high satisfaction scores simultaneous
with its sales revenue going into free-fall. The auto industry
dealership surveys are replete with these same results.
If one buys into the concept that intense loyalty by a cus-
tomer provides a supplier with extraordinary competitive advan-
tages leading to greater profitable growth, then keeping it simple,is the key rule of engagement in customer-satisfaction surveys.
A guideline stating that you must ask the right questions in a
Customer-Satisfaction-Survey, seems like a dah, thats so un-
derstood! Well, it just hasnt been understood so well in the past.
According to F.F. Reichheld of Bain & Company, Here are
the top-ranked RIGHT questions which provide the most ac-
curate measure of loyalty:
How likely is it that you would recommend (company x)
to others?
How strongly do you agree that (company x) deserves
your loyalty?
How likely is it that you will continue to purchase prod-ucts/services from (company x)?
In challenging times, dont just rely on your marketing depart-
ment to market but instead, bring into play your company
and especially, use the top executives as market-facing selling
tools.When contemplating customer-satisfaction surveys, keep
it simple . . . . you just might be better off by employing only
three questions Reichheld depicts as the most important . . . . all
else may be unnecessary. CW
1. Dr. R. Moss Kanter, In a Recession, Put Everyone in Marketing,
HBR, April, 2009
2. Mr. Frederick F. Reichheld, The One Number You Need toGrow, HBR, December, 2003
Growth . . . . Remains the Keystoneto Sustainable Profitability
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