"Barriers to entry are extremely high for the cellulosic coatings market, with companies taking several years and spending millions of dollars in product development, after which the products have to undergo expensive independent testing in a wide range of environments to be certified," explained Dr. Mbogoro. "Unlike the homogeneous hydrocarbon market, different regions impose different certification testing and various restrictions in compliance with local, environmentally-friendly policies."
Demonstrating superior product performance over long lifetimes is one of the best ways to achieve product differentiation in the cellulosic market. Further, coating manufacturers should work with regulatory bodies to establish product conformity in terms of certification and testing.
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