MahaChem : the chemistry of distribution

• Main Authors: Wee, Chow-Hou, Choo, Clive
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2020
• Subjects: Business::Marketing; Paint; Social And Human Capitals
• Online Access: https://hdl.handle.net/10356/142960
• Institution: Nanyang Technological University

This case study details how an small and medium-sized enterprise innovates and build on its core competencies to stay competitive. The firm evolves from selling paints to one of providing solutions as a ‘middleman’ between the large paint manufacturers and suppliers of chemical constituents of which are needed to formulate paints. The firm continues to build upon its technical knowledge of paints while the leaders focus on building social and human capital. The case study challenges one to think about how much such a firm within a competitive industry could sustain its strategic advantage.