AN INCONVENIENT PAINT A NEW LINE FROM BENJAMIN MOORE IS ECO-FRIENDLY CAN WE PLEASE NOT TALK ABOUT IT? (FORBES P.70, MARCH 26, 2007) A. SUMMARY Benjamin Moore has launched Aura a new line of paint. Aura protects the environment. When it dries, it releases only low levels of VOC (Volatile Organic Compound), one third of the level exposed by a regular paint. VOCs are carbon-containing chemical compounds that easily evaporate into the atmosphere and can damage crops, and can create respiratory problems. Aura results in fewer noxious fumes than conventional formulas and in less interior air pollution. The challenge is the price. Aura is roughly one and a half the price of the standard paint produced by Benjamin Moore. The ads for Aura are stressing the consumer values added by the new paint: durable, washable, and unsurpassable surface smoothness, requiring two coats at most. Nevertheless, the ads hardly mention about the real innovative change brought by Aura: the paint is eco-friendly. Consumers are not necessarily interested in eco-friendly paints. To position Aura, Be......

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