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Moving
towards an important new phase in Kureha's history |
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In order to pursue higher profitability,
Kureha adopted a new business plan in 2001 that has seen the company
move away from manufacturing commodity chemicals to become a specialty
products business. The plan introduced a process of selecting and
concentrating on key growth businesses and is implemented in tandem
with Kureha's commitment to its new mission ----- "the pursuit
of excellence."
To mark the celebration of its sixtieth anniversary, Kureha unveiled
a new corporate identity that is in line with its strategy to pursue
continued success and growth into the 21st century. The
company has undergone a major transformation to secure a continuing
ability to create products that meet the ever-changing needs of its
customers. |
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New Name, New Mission, New Focus |
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In order to be an active and supporting member of today's
ever changing society, Kureha established a new corporate identity
in line with its strategy to pursue continued success and growth in
the 21st century. In addition, "the pursuit of
excellence" was adopted as the company's new mission statement,
and an employee code of conduct was agreed upon. Through its new philosophy,
the company aims to motivate employees to participate in driving Kureha's
development ----- by "constantly evolving through innovation,"
Kureha will become a leading global specialty products company. |
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