Cheryl English, VP Technical Marketing Services
Acuity Brands Lighting
The construction market is a mature industry with strong competition resulting in commoditization. The benefit is quality products at affordable prices. When commoditization occurs in a balanced form, it is not negative as long as commodity products meet the expectations of the end user. This business condition allows designers more flexibility in managing their lighting budget to allocate more money to specialty products in certain areas of a design, creating more demand for niche products. The