Painting the Future : AMIPAINT Nanomaterials and the Safer-by-Design Approach for New Markets

This case study presents the dilemma of the CEO of a French medium-sized paint company who is wondering whether to develop a new line of products based on nanostructured materials. These new products could give the company a competitive advantage thanks to novel properties that meet many customer expectations that cannot be satisfied otherwise. However, their marketing involves important strategic choices. The case addresses elements to be taken into account to develop innovation based on nanomaterials, particularly in the case of the paint and coating industry. It covers issues of compliance, licensing, development and communication strategy, and cost/benefit evaluation. It is based on the Safer By Design (SBD) approach, which integrates sustainable development into business strategy