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e-Business in the chemical, rubber and plastics industryprocesses at Verbund sites use by products and heat from chemical reactions, that mightotherwise have to be disposed of, as raw materials and energy for other processes. Thispositive integration concept is also being applied to other areas: from R&D, topurchasing, to customer connections, and of course to total supply chain integration.As an evolution of BASF's previous strategy to the evolving global chemical industry, fourstrategic guidelines, along with a new logo and a new slogan ("BASF: The ChemicalCompany") were implemented. The strategic guidelines 2015 committing to earning apremium on cost of capital, helping customers to be more successful, forming the bestteam in the industry, and ensuring sustainable development, now guide all BASFbusiness units. Through this vision BASF aims to actively capitalise both on the structuraland technological changes that will affect the global chemical industry, and economy as awhole, over the next decade. Not surprisingly therefore, growth of customer focused e-business and industry leadership therein is a central part of the "BASF 2015" strategicresponse.5.2.2 e-Business activitiesSince 2000 BASF is massively involved in the world of e-business. Standardisation,connectivity or transactional performance were key success factors from 2000 – 2004.From 2004-2007 BASF achieved annual growth rates of the transactions processed viae-channels above 30 %. In 2007 BASF Group reached a turnover of over € 15 billion (seeExhibit 5.2-1). 40% of all orders were processed via e-channels. The utilisation ofinformation increased accordingly by over 40%. Similar figures are valid for the e-purchase activities of BASF.Exhibit 5.2-1: Global development of the e-sales volume since 2000Order entry value [in bill. €]16151413121110987654321013.69.66.53.72.31.30.62000 2001 2002 2003 2004 2005 200615.22007Source: BASF AGAlthough BASF is consequently working on improving the transactional performance withits business partners, additional abilities are required for further growth and customerloyalty. New technologies and/or functionalities like RSS feeds, pod-casts, searchengines, web seminars are gaining broad interest. Information provisioning viaWorldAccount as central customer portal developed significantly and will play a key rolefor e-business growth in the future.In order to differentiate BASF e-business activities are focusing strategically onadvertising a sound mix of products, services, markets including guidelines for thepositioning. E-business within BASF is a business driven approach.141