Dipl.-Ing (FH) Wolfgang Hormuth

Vice President, Industrial Adhesives

Klebchemie M.G. Becker GmbH & Co. KG

Personal Biography

Wolfgang Hormuth studied Chemical Technology in Darmstadt and began his career in 1993 at BASF in the business division Dispersions. From 1997 till 2001 he was responsible for BASF’s Asian business of Dispersions for Nonwovens & Coatings, based in Singapore. After a global Project Management in New Business Development, he took over European Sales and later Marketing responsibility for Polymers for Construction. With his experiences in global business and innovation management, Mr. Hormuth built up the Scouting & Strategy unit at BASF New Business GmbH from 2009 until 2013 to realize the identification and positioning of new growth fields for BASF. His passion for customer oriented, innovative business brought him to Klebchemie as of January 2014 where as Vice President he heads the Business Unit Industrial Adhesives.

Presentation Abstract

Push-Pull strategy in innovation

Innovation has become a cornerstone of sustainable growth and commercial success.

Although vital for gaining and maintaining competitive advantage, the pursuit of innovation presents an ongoing challenge. An effective push-pull strategy can be a valuable tool in a company’s strive to provide innovative products.

Manufacturers are always searching for new opportunities. Constant changes in markets continuously generate new requirements - a perfect environment for manufacturers to identify customers needs and thus to develop innovative solutions. This dynamic also allows manufacturers to drive markets beyond today’s requirements and develop break-through technologies.

The basic concept of a push-pull strategy in innovation is being presented; examples will be discussed with a focus on the transistion in the flooring industry from laminate floors to luxury vinyl tiles, and beyond.

Presentation Time

Breakout IV: Market Trends and Innovation (continues)

Thursday, 14 September 2017, 16:30 - 17:00

FEICA Conference