The development and marketing of SilverClear®
L. Horne, University of Manitoba, Canada
B. Rose, TransTex Technologies Inc., Canada
Abstract:
This chapter documents TransTex Technologies, a small company’s experience in developing and marketing an antibacterial finish called SilverClear®. It describes the market segments served by this company and the costs involved in exporting its products to the US. This case is an example of the importance of recognizing the opportunities and barriers presented by the regulatory environment.
Key words
antibacterial finish
marketing
regulatory environment
11.1 Introduction
In 2008 the Office of the Auditor General of the Province of Ontario, Canada, released a report called ‘Prevention ...
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