b'BUSINESS CASE STUDY products such as LVT, which is not is sponsored by affected by tariffs and quite popu-lar among consumers. The effect of COVID-19COVID-19destroyedallprevi-ousprojections.Bothnewresi-MAPEIhasenteredintoanalliancewithdentialhousingconstructionand nVentElectricplc,agloballeaderinresidential remodeling are in sharp electricalconnectionand oor-heatingdecline.Innormaltimes,about solutions.Utilizingthepremiumelectrictwo-thirds of ceramic tile shipmentsoor-heating technologies offered under the nVentNUHEATbrand,nVentandMAPEIare directed to these two sectors of havecreatedtheMAPEIMapeheatwiththe tile market. In the fi quarter TechnologyfromnVentNUHEATbrand. rst The Mapeheatsystem is the mostof 2020, due to the lack of importsooring comprehensive array of radiantoor heatingfromChina,importsofceramic solutions on the market. Our easy-to-install,tile were 422 million square feet, versatile,andadvancednewtechnologyalmost15%lowerthaninthe products are suitable for tile, stone, laminate, engineeredwood,andluxuryvinyltile/ fi rstquarterof2019(496million plankoors. The system includes: squarefeet).Thiswasbeforethe MapeheatMembrane:lightweightimpact of COVID-19. uncoupling,crack-isolation,andIn 2020, the effect of COVID-19 waterproo ng membrane may reduce the demand of ceramic Mapeheat Cable: available in 120V andtilebyover30%,leavingmany 240V importers and distributors with large quantitiesofunsoldtilesinstock. Mapeheatthermostats:AvailableinManywilltrytosellatdiscount-threeformatsMapeheatThermoBasic, MapeheatThermoTouch,andMapeheatedprices.Hopefully,construction Thermo Connect will fully resume in most states in MapeheatMembraneisavailableinremaining quarters of 2020, but the customizable sizing so no matter the shapedamage to the economy will be felt or size of your room, there is a Mapeheatin 2021. solution to heat your space from theoor up.Atthistime,thereisalotof www.MAPEI.com. uncertainty,andwewillhaveto waituntilthepresentemergency ends to be able to have a clearer view of the market. DonatoGrosserisprincipalof D. Grosser and Associates, Ltd., a management consulting company, based in New York.30 TileLetter | July 2020'