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New Business Development New Products, New Markets How BASF’s experts come up with totally new product ideas with unconventional approaches. Rules are there to be broken. “As a strategic unit, we’re tackling our projects in totally new ways,” says Martin Lange, describing New Business Development at BASF Poly ure thanes. Apart from Lange, “we” refers in this case to Arno Volkmann and Denis Vugrek for Elastocoast ® , Thomas Stührenberg for Elastopave ® , Georg Knoblauch for solar applications and Christophe Hebette for wind energy. The goal of these new approaches is to take a large stock of ideas and choose the right ones for polyurethane applications for CASE products and develop efficient business models in line with BASF guidelines. But it’s a matter not only of develop ing new ideas, but also of tapping new fields of application. Here, it’s often important to enter into strategic partnerships, to bring enterprises and entrepreneurs with different mindsets together, in order to arrive at promising new product developments. No out-of-hand rejection – all ideas are worthy of consideration. New Business Development at EBM-A underwent reorgan - ization a good eighteen months ago. The foremost task was 28
Thinking outside the box. Above: Which way is solar technology moving? And how can PU contribute? One of the many subjects handled by the Business Development Team. Left: BASF experts from left to right: Thomas Stührenberg, Dennis Vugrek, Martin Lange, Georg Knoblauch, Arno Volkmann and Christophe Hebette. We want our customers to be successful. Our strategy for this is business development. to examine existing topics, restructure them and, if necessary, give them a new direction. This also involved developing clear-cut criteria to permit ongoing reappraisals. The compromise takes account of the fact that a lot of work has already been invested in Elastopave, Elastocoast and solar applications and this represents a solid foundation. “We do of course build on existing structures. However, for each new idea, we examine the issues of competitive advantage and the right timing of market launch,” Lange explains. The thinking also then ranges from suitable business models, and customer and market analyses, to searching for and finding the right partners for successful practical realization. The allocation of tasks in the New Business Development team is clearly defined. Each member is in charge of a topic. “And only when the existing business fields are strategically organized so that we can implement them in distribution, marketing and sales do we move on to one of the many other new ideas that are already on hand,” says Lange, outlining the procedure. And what is also important for the BASF ideas scouts is that all projects are regularly subjected to a “health check”. It then becomes possible to immediately nudge the thinking on each subject in a new direction or into a new dimension, if necessary, and to search for even more efficient and practicable product or business models. And this is something from which every single customer of BASF Polyurethanes ultimately benefits – in terms of the quality of their products, their possible applications, their sustainability and of course the business success that comes almost inevitably in view of the wealth of creativity and sound knowledge. Contact: martin.lange@basf.com 29
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