Tackling commoditisation of chemicals through innovative sales & marketing platforms

摘要

Commoditisation is a challenge that the chemical industry has faced for some time now, and it has pervaded most segments of the industry. In a globalised market that the industry is, this has had implications around the world, and continues to shrink margins, deter investments and redirect innovation efforts. Commoditisation is not unique to the industry. In the pharmaceuticals industry, for example, the expiry of patent on a drug opens the door to a flood of generic substitutes, and a price erosion that is as high as 90% of existing value.