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CONSTRUCTION WORLD
APRIL
2015
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MARKETPLACE
BASF has operated internationally
since it began. It supplies customers
in nearly every industry with prod-
ucts and solutions, and supports
them with research and innovations.
It is an achievement for any company
to remain successful for so many years.
For BASF this number speaks to the crea-
tivity and determination of its employees
– in the past and the present. For 150 years,
they have managed to find the right balance
between risk-taking and responsibility.
Since BASF is a science and research-
based company, it strives to be more
innovative and progressive in celebrating
its global and local anniversary. A pre-
requisite was that the anniversary concept
had to be connected to the company
strategy and corporate purpose: “We
create chemistry for a sustainable future.”
This statement expresses what has made,
and continues to make, BASF successful.
It encompasses three key concepts:
It develops innovations; it does this together
with others; the solutions it develops help
make the future more sustainable.
Over the years this winning recipe
has not changed: BASF recognises soci-
etal trends and the needs of people; with
research and development it finds new and
innovative solutions to meet these chal-
lenges, again and again.
Laurent Tainturier, senior vice president
for EUE region, including CIS-Middle East-Af-
rica explains: “Today’s requirements and
the expectations of society are much more
complex. But our focus is still on improving
people’s quality of life. This, however, should
not come at the expense of the next gener-
ations. When we conduct research today,
we keep one guiding principle in mind:
sustainability. We treat resources with care
and respect and strive to strike a balance
between all three dimensions: economy,
environment and society.”
Addressing challenging
issues
Laurent Tainturier adds: “It is critical that a
company such as BASF addresses the chal-
lenges facing our planet, including those of
energy and food resources, as well as urban
living. In 2050, the world’s population will
reach nine billion with 70% of the people will
living in cities. Resources are already scarce
and we have only reached almost seven
billion people. Everyone needs a roof over
their head, clean water, and electricity. This
poses a tremendous challenge, especially in
Africa and the megacities of the developing
world. To feed nine billion people in 2050, we
will need twice as much food as today. How
can that be accomplished if we can’t double
the amount of farmland?
Collaboration to innovate
From its early beginnings, BASF has always
had innovative and collaborative culture.
BASF continues to work closely with
university researchers, scientists and chem-
ists who have provided the cornerstones
for its research.
Compared with the past, today’s joint
endeavours involve many more disciplines.
The construction of a wind power turbine,
for example, requires a team of researchers,
developers and market experts. It is not only
about improving material properties, but
ensuring they fit and work together in the
best possible way.
This means that a company like BASF
needs to work across different divisions and
combine the knowledge of many experts
– solutions need to be considered with
customers and scientists.
“When we conduct
research today, we keep
one guiding principle in
mind: sustainability. We
treat resources with care
and respect and strive to
strike a balance between all
three dimensions: economy,
environment and society.”
Joan-Maria Garcia-Girona, vice president,
and head of BASF in South Africa and sub-Sa-
hara explains: “We see our anniversary as
an opportunity to open up in ways that go
beyond these proven collaborations. The
way innovations arise has changed consider-
ably compared to the past. This is because of
new methods of communication as well as a
different self-awareness and changed expec-
tations of people. They want to solve soci-
etal problems and make their contribution.
They discuss online, on blogs and social
networks. We are convinced that when we
add the expertise from chemistry and other
industries to these ideas, we will be closer to
finding answers for the challenges of today
and tomorrow. We want to initiate some-
thing new with our anniversary and try out
new ways of working together over the next
year – both within BASF and with people
outside the company. We see the Creator
Space™ programme as a great opportunity
to bring BASF closer to our target groups.”
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CREATING
SOLUTIONS
BASF is turning 150 in 2015. The company began in Germany in
1865 with the development and production of dyes.
The production of ammonia in order to make fertiliser followed
a few years later and then plastics came along. Since then, the
company’s portfolio has continuously developed and evolved
and today their product range covers a wide spectrum of
industries from chemicals, plastics, performance products and
crop protection to oil and gas.
FROM LEFT:
Petra Bezuidenhout, Joan Maria Garcia Girona, Mamokgheti Phakeng, Christo Marais, Laurent Tainturier, Hanli Prinsloo, and Horst Freitag.