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What
is the future of the new Kureha? |
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What changes were needed for Kureha to meet
its target of becoming a leading global specialty products company,
implementing strategic high-quality research and development, and
manufacturing capabilities?
The first step taken was to implement an ideological shift within
the company, focusing employees' thinking away from mere product development
and onto the specific needs of markets. This was followed by a move
to position advanced products, pharmaceuticals and agrochemicals,
and high barrier packaging materials as the three key business areas
in which the company can benefit from its original technology and
marketing capabilities to secure steady growth. This move in particular
is already reaping rewards, with Kureha exhibiting significant development,
production and marketing strengths in each of these three business
areas.
Kureha's goal is to support future growth by adopting a model that
takes a global perspective to focus on winnable markets in each of
the company's business areas, including those still in the development
phase. |
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Promoting specialization from
the company's core |
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Kureha has three business areas: the Advanced Materials
Division, the Specialty Chemicals Division and the Specialty Plastics Division. In order to help grow profitability, each key area of
focus falls under a corresponding business division; advanced products
in the Advanced Materials Division, pharmaceuticals and agrochemicals
in the Specialty Chemicals Division, and high barrier packaging materials
in the Specialty Plastics Division.
Restructuring efforts to shift the company's focus away from the manufacturing
of commodity chemicals and more towards becoming a leading global
specialty products business by selecting and concentrating on key
growth areas, have helped make all of Kureha's businesses become more
specialized. |
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