Avoiding too much of a good thing

Restraining growth is an intentional building block for the success of Northwest Industrial Coatings Co. (White City, Oregon). The company is involved in 3 businesses: 1. manufacturing powder coatings and equipment, 2. maintaining a facility that applies those coatings, and 3. providing consulting s...

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Bibliographic Details
Published in:Nation's business 1991-10, Vol.79 (10), p.6
Main Author: Fish, Chris
Format: Magazinearticle
Language:English
Subjects:
Business growth
Case studies
Chemical industry
Customers
Diversification
Entrepreneurs
Entrepreneurship
Franchising
Management
Market strategy
Marketing
Product lines
Quality control
Restraint
Small business
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Summary:Restraining growth is an intentional building block for the success of Northwest Industrial Coatings Co. (White City, Oregon). The company is involved in 3 businesses: 1. manufacturing powder coatings and equipment, 2. maintaining a facility that applies those coatings, and 3. providing consulting services to various industries. Despite abundant opportunities to expand, the company does not plan to sacrifice its long-term goal just to pursue every available dollar. If rapid growth leads to a deterioration in product quality or customer service, revenues will dry up. Diversifying both product lines and types of customers ensures an independence over the troubles that may face those customers or their industries, and it helps to maintain a steady growth.
ISSN:0028-047X
2169-8155