Sunday, October 21, 2012

Tencel or Tinsel? Can Tencel be brought into the mass market? (1996)

The following article is from the Investors Chronicle of 16th Feb 1996 and illustrates the pressure arising from something like £0.8 to £1 of the Courtaulds share price being based on expectations of great things from Tencel.  The fact that Tencel was costing about  twice as much as "the materials it would have to supplant" to justify a 50% price premium, conveys the magnitude of the marketing effort required.

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