Secret of BASF's success lies in huge innovative power

"It is through innovations that BASF has become the world's leading chemical company. And even today, innovations are our most important job," said BASF Board Chairman Jrgen Hambrecht at the China Development Forum held in Beijing on March 17.

The forum, sponsored by the Development Research Center of the State Council, is an annual event for renowned domestic and overseas entrepreneurs, experts, scholars and representatives from international organizations, as well as Chinese government officials, to share views on China's reform and development.

This is the first time that Hambrecht was invited to attend the forum. Board member Martin Brudermueller, who is responsible for BASF's Asia-Pacific operations, accompanied Hambrecht on his trip to China.

Hambrecht said scientific and technological progress is essential for the future of industries, societies and, in fact, of every human being.

"Progress is the bridge that leads us into the future. And it is we who have to build this bridge. Progress is essential for growth," he said.

"At my company, BASF, this is the core of our corporate strategy - We innovate for growth," Hambrecht noted.

He said BASF's innovation strategy has three targets:

to remain at the forefront in the existing markets and to expand this position further - by being the leader in cost efficiency, product quality and patents

to open up new markets by offering customers improved or new products, system solutions, processes and business models, and put to work completely new areas of technology for BASF's business

to open up new horizons with the leapfrog technologies of the future the job of researchers is to think the unthinkable and make it a reality.

For more than 140 years, BASF has played a key role in shaping the history of the chemical industry and of its customers' industries, Hambrecht noted.

The synthesis of the indigo dye opened up new growth potentials for the textile industry, he said.

He also mentioned the synthesis of ammonia, a revolution in agricultural production, which made fertilizers possible, and the development of polystyrene, which brought BASF into the era of modern plastic materials, as typical examples for his company's success in innovation.

Key to long-term success

"Innovations are essential for companies to maintain and improve their competitiveness," Hambrecht asserted.

In 2006, BASF spent almost $1.77 billion on research and development (R&D), up 20 percent compared with the previous year.

At present, more than 8,300 people work in BASF's R&D facilities worldwide. They are engaged in about 1,400 cooperation projects with leading universities, research institutes, start-up companies or partners and customers in various industries all over the world.

"With huge innovative power, our chemistry has helped to substantially improve the quality of life for generations and has made our modern lifestyle possible," Hambrecht said.

"This is how we help our customers all over the world to be more successful: with the right products and solutions at the right time, with outstanding quality, the best service possible, and at competitive prices."

BASF's success story continued through last year and the company is now rigorously implementing its global environmental goals. With its products and processes, BASF helps its customers to produce in a more efficient and eco-friendly way.

"Innovations are crucial for companies to gain a competitive edge. Innovations are the key to sustainable success in our societies. And we will all add most to our mutual success if we strive for innovations in a fair partnership," Hambrecht concluded.

(China Daily 05/09/2007 page19)