Paulo Pereira da Silva, a Swiss-trained physicist and CEO of Renova, a privately-owned Portuguese paper company, was attending a Cirque du Soleil show when he first came up with the idea of black toilet paper. To see how far-fetched the idea is, bear in mind that toilet paper is a highly commoditized category with sluggish growth and little innovation.

Renova, a Portuguese toilet paper manufacturer, is battling to survive in a stagnant, commoditised market dominated by international giants and private labels. To grow and remain independent, CEO Paulo Pereira da Silva is considering three options: 1) private label manufacturing, 2) new functional innovations, and 3) launching a black toilet paper. What should he do?

The case illustrates the problems faced by manufacturers of high retail concentration and the application of negotiation skills. The consequences of the termination of the relationship between the manufacturer and the distributor are also analysed.

The case illustrates the problems faced by manufacturers of high retail concentration and the application of negotiation skills. The consequences of the termination of the relationship between the manufacturer and the distributor are also analysed.

The case illustrates the problems faced by manufacturers of high retail concentration and the application of negotiation skills. The consequences of the termination of the relationship between the manufacturer and the distributor are also analysed.