While this is an obvious answer, the identification of suitable product opportunities is far less apparent, especially in an industry as fragmented as the U.S. adhesives industry. This industry is not only fragmented by market segment and market niche, but also by formulative technology, raw material, and manner of selling to the market. This fragmentation is a double-edged sword - there is a large number of potential opportunities, but it is particularly difficult to identify all or most of these opportunities because of fragmentation.