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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