TITLE

Bringing out the success in Lanxess

AUTHOR(S)
Williams, Dede; Baker, John
PUB. DATE
November 2006
SOURCE
ICIS Chemical Business;11/6/2006, Vol. 1 Issue 42, p26
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
23158344

 

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