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Supply Chain: Collaboration Vital In Applying Technologies

By: Ted E. Goodwin
Posted: February 4, 2009, from the February 2009 issue of GCI Magazine.

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Effectively employing microencapsulation to create success on shelf requires deep technical resources, craftsmanship and extensive knowledge—and, therefore, partnerships in this aspect of formulating are often advantageous. Scale and batch quantity capabilities must be considered in establishing these partnerships, and, because the microencapsulation requirements and goals vary product to product, it is advantageous to find partners willing to work hand-in-hand to create product solutions that meet those customer-specified properties.

Therefore, for an effective partnership, the microencapuslation partner must understand both a company’s products and objectives, with an opportunity assessment to determine whether microencapsulation is the right answer as the next logical step. A market-centric validation process facilitates determination as to whether the opportunity is attractive enough to pursue and whether technical hurdles can be overcome. A successful outcome leads to a disciplined, market-driven approach that traverses parallel business and technical paths.

In addition, product innovation is essential to establishing a competitive advantage, especially within the ever-evolving cosmetic segment. A strategic partnership can enable new product ideas and processes or improve upon existing ones by eliminating a processing step, using a less pricey ingredient or incorporating a new ingredient that won’t work without encapsulation. Leveraging expertise will drive long-term value and establish a strategy for continued product advancement.

Ted E. Goodwin is vice president of business development for Appleton. His 28-year career at the company includes significant time in its research and technical organization before creating and leading the company’s the new business development area.