The wood-plastic composites (WPC) industry has quickly reached an established point in a few key building products application, notably decking and railing. Participants continue to enter and exit the field, first driven by innovation in technology or process and then realizing that product development must continue to evolve for a larger more sustainable industry. Innovation is an oft-used word in business language, and usually full of empty promise. What is innovation? It is the introduction of something new, or a new idea, method, or device. That definition makes it easy to innovate but what we're really talking about is product advantage in the business world. Product advantage is the ability to deliver a unique superior product, with real customer benefits and a superior value proposition, and is what every participant in the value chain is seeking to differentiate itself in the market.
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