A common challenge faced by materials companies is highly variable earnings caused by swings in the market’s supply - demand balance.  Such pressure increases tendencies towards commoditization that becomes reinforced by the need to lowering costs through high levels of output and standardized offerings.  Inevitably, many companies diminish their marketing and innovation efforts by cutting staff when under such pressure.  We argue that to escape this trap, attention must also be spent on growing the quality of revenue.

Denton Luke Associates helps clients gain objective insight into: emerging competitive forces and drivers of long term demand; unmet market needs and unexploited profit pools ripe for solutions development; and ways to penetrate business adjacencies for growth and differentiation.  We help leaders decide what to do once the objective facts and subjective considerations are known and their impact measured.

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