Resintech Essay

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Case - ResinTech Sally Walden, a chemist in ResinTech’s polymer resins laboratory, is trying to decide how hard to fight for the new product she has developed. Walden’s job is to find new, more profitable applications for the company’s present resin products—and her current efforts are running into unexpected problems. During the last four years, Walden has been under heavy pressure from her managers to come up with an idea that will open up new markets for the company’s foamed polystyrene. Two years ago, Walden developed the “foamed-dome concept”—a method of using foamed polystyrene to make dome-shaped roofs and other structures. She described the procedure for making domes as follows: The construction of a foamed dome involves the use of a specially designed machine that bends, places, and bonds pieces of plastic foam together into a predetermined dome shape. In forming a dome, the machine head is mounted on a boom, which swings around a pivot like the hands of a clock, laying and bonding layer upon layer of foam board in a rising spherical form. According to Walden, polystyrene foamed boards have several advantages: 1. Foam board is stiff—but can be formed or bonded to itself by heat alone. 2. Foam board is extremely lightweight and easy to handle. It has good structural rigidity. 3. Foam board has excellent and permanent insulating characteristics. (In fact, the major use for foam board is as an insulator.) 4. Foam board provides an excellent base on which to apply a variety of surface finishes, such as a readily available concrete-based stucco that is durable and inexpensive. Using her good selling abilities, Walden easily convinced her managers that her idea has potential. According to a preliminary study by the marketing research department, the following were areas of construction that could be served by the domes: 1. Bulk storage. 2. Cold

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