Bringing out the success in Lanxess

Williams, Dede; Baker, John
November 2006
ICIS Chemical Business;11/6/2006, Vol. 1 Issue 42, p26
Trade Publication
The article reports on the launch of the brand name Lanxess by chemical company Bayer. The name combines the French word lancer which means to launch with the English word success. It intended to convey an international focus, goal orientation and the will to succeed. The process of piecing together a new industry player from largely underperforming commodity chemicals has been painful especially for the workforce.


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