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LANXESS' Dr. Werner Breuers on Innovation
1. Innovation â a key driving force,
even in a crisis
Werner Breuers
Member of the Board of Management of LANXESS AG
American Chamber of Commerce, NY, January 2010
3. Innovation means rethinking something you
already know
âAll intelligent thoughts have
already been thought; what
is necessary is only to try to
think them againâ
Johann Wolfgang
von Goethe
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4. Creativity and innovation are key to securing a
viable future â particularly in times of crisis
âThere's no bad time
to innovate. You should
be doing it when times are
good and when times are
tough. [âŠ] itâs such a
deep-seated belief,
I'm not sure we have
Jeff Bezos, a choice.â
founder of Amazon.com
Source: Business Week, April 17, 2008
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5. Innovative strength does not depend on the size
of the budget
Performance Disconnect Of the 1,000 companies
with the highest R&D
budgets, less than
10% achieved
significantly better
performance per dollar
spent
on R&D than other
companies in the
same sector.
No direct correlation between R&D expenditure
and commercial success
Source: The Booz Allen Hamilton Global Innovation 1000, 2005
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6. A vibrant corporate culture drives innovation
ï§ Pinpoint simple working principles Corporate culture and working principles
to promote a vibrant culture at LANXESS
of innovation
ï§ Ensure these principles are
developed consistently as part
of the day-to-day working
environment
- Space for creativity Seek solutions, Take
- The courage to make decisions not problems ownership
quickly
- More individual responsibility
Keep it Think new,
simple act fast
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7. At LANXESS, we support innovation by
improving our creative culture!
ï§ Support from top management ï§Innovation network
ï§ Strategy ï§Trust
ï§ Responsibility
ï§Integration
ï§ Trust
ï§Open communication
ï§Transparent innovation
ï§Interdisciplinary
Innovation
approach
culture
ï§Innovation processes
ï§ Implementation of R&D
ï§ Stage Gate
ï§ Integration of business units ï§ Project management
ï§ Focus on market needs ï§ Idea generation
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8. LANXESS â blazing a new trail in chemistry
History
ï§ Independent company following
spin-off from Bayer in 2004
ï§ Stock market listing
in January 2005
Global success
ï§ 46 sites in 23 countries
ï§ 14,400 employees
ï§ Sales in 2008: EUR 6,576 million
Proactive crisis management
ï§ Challenge09 and Challenge12
initiatives
ï§ Savings of around EUR 360 million
by 2012
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9. Cost-efficiency is the decisive factor in all R&D
activities
R&D setup at LANXESS
ï§ Central coordination department for boosting
interaction and knowledge sharing between the
business units
ï§ First-class support departments to ensure
optimal implementation
ï§ Industry-oriented R&D in each of the business
units for maximum customer and market
proximity
ï§ Integration of existing development networks
ï§ Optimized project management for maximum
added value with a reduced workload
80% of R&D projects are market-ready within
two years
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10. Targeted investment in innovation
ï§ Further 10 % increase in R&D R&D expenditure [EUR million]
budget in 2009
ï§ 110 R&D projects implemented + 10 %
in 2008, with a further 100 projects + 10 % 97
in the pipeline 88
ï§ Number of new patents granted
quadrupled between 2006 and
2008
ï§ Numerous successful innovations
e.g. the high-performance rubber
additive NanopreneÂź
2007 2008 2009
Sustainable program of innovation
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11. Innovation at LANXESS â NanopreneÂź
NanopreneÂź â a rubber additive
ï§ Improves the properties of tires:
- Improves wet grip and abrasion resistance
- Increases service life
- Reduces rubber particle emissions
ï§ Increases the efficiency of engines as a
component in fuel cells:
- Increases the reaction temperature
from 60 ° to 200 °C
Innovation in response to the increasing
demand for mobility
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12. Innovation at LANXESS â BaynoxÂź
BaynoxÂź â an additive for modern biofuels
ï§ Prevents the formation of insoluble polymers in
biodiesel
ï§ Stabilizes biofuels for long-term storage and
transportation
ï§ Enables cooking oil and other spent oils to be
processed into biodiesel
incl. BaynoxÂź
Innovation in response to the increasing
demand for energy
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13. Innovation at LANXESS â Therban ATÂź
High-performance elastomer Therban ATÂź
ï§ More effective and efficient oil field exploitation
through optimized drilling technology :
- Improved oil and abrasion resistance of drilling
heads
- Longer service life of drilling materials through
improved adhesion to metals
Innovative contribution to efficient extraction of
energy reserves
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14. Agreement on tire labeling
Tire labeling adopted by the
European Commission
ï§ Label clearly detailing their fuel
efficiency as of 2012
ï§ Cut CO2 and noise emission and
protects the environment
ï§ Positive boost to the innovative
tire industry
ï§ Business driven by innovation
Tire labelling â Initiative
of the European Union
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15. Innovation is a key factor in achieving success
in a globalized world
ï§ Establishment of structures and
conditions that promote innovation
ï§ Global R&D projects to heighten
the worldwide profile further still
ï§ Cutting-edge R&D and technology
centers in growth markets
Creativity is capital
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