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"Coatings, Adhesives, Sealants" Business Unit optimizes competitiveness

Published on 2007-05-15. Author : SpecialChem

The Coatings, Adhesives & Sealants Business Unit (CAS) of Bayer MaterialScience AG is undergoing a strategic realignment with the aim of reacting more quickly and flexibly to market opportunities and offering customers tailored services. As part of this project, the business unit plans to establish a new, innovative company for the marketing of standard coating resins. A comprehensive reorganization of the Marketing, Business Development and Innovation and Business Creation units in the EMEA (Europe, Middle East, Africa) region has already been completed.

"If you want to be successful as an innovative company, you have to develop new products in collaboration with your customers and offer the products and services the market demands," summarizes Dr. Joachim Wolff, member of the Executive Committee of Bayer MaterialScience and Head of the CAS Business Unit. To meet these expectations, Marketing under the leadership of Bernd Steinhilber is also undergoing a customer-specific reorganization:

The new "Sales Management CAS" marketing unit headed by Michael Kowarsch supports the majority of customers regardless of the industry in which they operate, providing them with expert commercial and technical services. Particularly high-growth and innovative customers are supported by the key account marketing units "Coatings" and "Adhesives, Sealants & Specialties." The head of these units, Mark Rübenstrunk and Ralf Gehring, place particular emphasis on tailored customer service.

Research, development and technical marketing are being merged into the Business Development unit so that ideas can be quickly transformed into market successes. In addition to individual service, the unit also offers innovative and growth-oriented customers development partnerships. Business Development is organized into four departments:

"BD Polyisocyanates" under Dr. Ulrich Meier-Westhues is responsible for the business with polyisocyanates (including Desmodur N®, Desmodur BL®, Desmodur Z® and Desmodur L®) in one-component and two-component polyurethane technologies.

"BD UV Systems" headed by Dr. Harald Mertes is responsible for growing the business with the radiation-curing products from the Desmolux® and Bayhydrol® UV families.

"BD Dispersions" handles the waterborne product lines, which include Baybond®, Bayhydrol®, Bayhydur BL®, Bayhytherm®, Dispercoll C®, Dispercoll U® and Impranil®. This unit is headed by Dr. Martin Vollmer.

"BD Prepolymers" is headed by Dr. Heinz-Werner Lucas. This department is focused on the Desmodur E®, Desmocap® and Desmoseal® product groups, which are used increasingly in coatings as well as adhesives and sealants.

The "Innovation & Business Creation" unit will leverage the comprehensive know-how of CAS in both polyurethane chemistry and coatings and adhesives technology to tap into new markets. "We want to research innovative raw materials, processes and products, ready them for market in collaboration with customers and place them on the market with suitable business models," says BU Head Joachim Wolff. Dr. Hans-Wilhelm Engels heads "Innovation & Business Creation" with the units "Medical" (Dr. Michael Mager), "Cosmetics" (Dr. Steffen Hofacker), "Paper, Print & Ink" (Dr. Rainer Trinks), "HoloGENESIS" (Dr. Hans-Wilhelm Engels), "Nano & Hybrid CAS" (Dr. Robert Maleika), "New CAS Chemistries" (Dr. Harald Blum), "New CAS Applications/Technologies" (Dr. Steffen Hofacker/Dr. Rainer Trinks) and "Physics" (Dr. Peter Krüger).

The business unit plans to establish a new company called "Viverso" for the marketing of its Alkydal®, Roskydal® and Desmophen A®. "The newer growth-oriented product lines notwithstanding, we remain committed to our business with standard coating resins," says BU Head Wolff. The new model is focused on high product quality, unproblematic delivery and market prices. In the future, customers will be able to place orders, query unfilled orders and much more around the clock via an easy-to-use Internet portal. The designated Managing Director of "Viverso" is Rüdiger Thomas Held. "Viverso" is scheduled to be launched at the beginning of next year. The company will be a wholly owned subsidiary of Bayer MaterialScience.

About Bayer MaterialScience

With 2006 sales of 10.2 billion euros (continuing operations), Bayer MaterialScience AG is among the world's largest polymer companies. Business activities are focused on the manufacture of high-tech polymer materials and the development of innovative solutions for products used in many areas of daily life. The main segments served are the automotive, electrical and electronics, construction and sports and leisure industries. Bayer MaterialScience has 30 production sites around the globe and employed approximately 14,900 people at the end of 2006. Bayer MaterialScience is a Bayer Group company.

Source: Bayer MaterialScience AG


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