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Research and development extends downstream. Specialty chemical producers say that there is often a long way to go from the concept of innovation to the commercialization of products that can recover investment. The chief operating officer of Ciba Specialty Chemicals stated that the biggest challenge for specialty chemical manufacturers is to be able to quickly get R&D investment returns. How to obtain investment returns is a problem faced by each specialty chemical manufacturer.
Kline & Company, a global management consulting and market research firm, said that specialty chemical manufacturers need to move down the value chain to get as close to the end consumer as possible.
Expansion of M&A horizons Some specialty chemical manufacturers have expanded their horizon beyond the chemical industry and sought new and faster end-use applications for their existing products. These companies are focused on investing in the acquisition of startups that have innovative technology and can quickly expand under the leadership of the acquirer.
Recently, Ciba Specialty Chemicals began its involvement in the food labeling market by acquiring a thermosensitive color-changing coating based technology company. The temperature-sensitive color-changing coating basic technology was successfully developed by the Israeli company Fresh Point. Ciba Specialty Chemicals intends to use this technology to produce labels for frozen meat packaging using ink as raw material. Another major addition to Ciba's refinement in the chemical industry is the acquisition of software technology and ColorViz SAS, a French consulting company, earlier this year. ColorViz's products include computer-aided design software for the visualization of three-dimensional colors in plastics and coatings. The acquisition of this business signified that Ciba's refinement has begun to integrate the color business.
DSM is also seeking new opportunities outside the chemical industry. It is reported that the company has invested 2 million U.S. dollars in Israel Gel Technology through its venture fund subsidiary. Israel Gel Technology is a privately owned company that develops and produces ceramics and glass products based on gel technology. DSM stated that it will use the technology of Israel Gel Technology to produce silica particles and nano-scale silica particles, which are then encapsulated in reactive intermediates for skin care.
Rohm and Haas is also very active in acquiring new technologies outside the chemical business. The company recently acquired the light source control film division of Eastman Kodak Company. The business unit produces advanced films that improve the efficiency and brightness of liquid crystal displays. Rohm and Haas Company’s president of electronic materials said that the acquisition of advanced light source control film technology is consistent with the company’s strategy to develop flat panel materials. Rohm and Haas has recently told the outside world that its investment will be mostly concentrated on the 1.56 billion U.S. dollar electronic materials business.
Dow Chemical's Specialty Chemicals Division has invested in the downstream. Last year, Dow Chemical purchased Zhejiang and Europe Environmental Engineering Company. The acquisition brought Ultrafiltration membrane technology to Dow Chemical. Dow Chemical's acquisition of technology from European and American environmental engineering companies will effectively promote the development of the company's water treatment business, and it will be in line with Dow Chemical's business strategy for materials science, polymer chemistry and process automation.
Concentration of capital into high-yield projects In the past two years, specialty chemical companies are reducing the number of R&D projects and concentrating resources on projects with the greatest potential for investment returns. The R&D budget of most specialty chemical companies remains unchanged, but the number of investment projects has decreased.
Ciba Specialty Chemicals will invest in a few projects with greater potential for innovation in the future, such as biotechnology, nanotechnology and specialty polymer technologies. AkzoNobel has established an Innovation Division. The division will collect new technologies and innovative ideas throughout the company. A member of the board of directors of the company stated that Akzo Nobel has chosen market space for R&D growth and development, such as concentrating on further expanding the field of surfactant application. It is reported that not long ago the company had successfully developed a new type of surfactant that could efficiently raise oil from tar sands. Compared with the current process of heating and purifying petroleum, this new type of surfactant helps reduce the amount of carbon dioxide emitted when purifying petroleum. Recently the company is testing the surfactant together with customers, and this surfactant has not yet been commercially produced.
Rohm and Haas has also reduced the number of R&D projects. Rohm and Haas currently uses 65% to 70% of its R&D budget for performance improvement and production process improvement of existing products, and about 30% of R&D budgets are used to develop new products with potential. The company currently invests most of its investment in the development of the electronic chemicals business. Rohm and Haas said that in the future it will increase the proportion of R&D budgets used to develop advanced environmental technologies.
Special Chemical Companies Implement New Expansion Strategy
Currently, the global market for specialty chemicals with a market value of 350-375 billion U.S. dollars is growing at a rate of 5%-6%. In order to be able to occupy a larger market, many specialty chemical manufacturers have spent more than 3% of their operating revenue on research and development (R&D) in the past two years. In addition to improving process efficiency and improving technology, research and development funds are increasingly focused on projects with high rates of return in the future. At the same time, in order to seek new and faster end-use markets on the basis of existing product lines, specialty chemical companies have expanded their horizons beyond chemical industries and have acquired large companies that incorporate innovative technologies.