During the late 1980s and early 1990s, industrial users of paint often faced strict environmental regulation on their operations because of the large volumes of solvents released in the surface coating process. These manufacturers turned to their paint suppliers demanding products which not only performed acceptably in all traditional characteristics but also incorporated significantly reduced amounts of organic solvents. As a result, Sherwin-Williams’ need in the 1980s and 1990s to provide innovative solutions is an example of how the compay was affected by regulations aimed at their customers. As regulations were promulgated, industry managers were forced to choose appropriate areas to dedicate development resources. Factors influencing these