Repositioning of european chemicals groups and changes in innovation management : the case of the french chimical industry

Abstract

Germany, Great Britain, and Switzerland are usually considered to be the dominant powers in the European chemical industry, since they are associated with companies of international stature such as Bayer, BASF, ICI, Ciba-Geigy and Sandoz. Founded decades ago, these firms have marked the sector dynamics with their strategies regarding academic relations, the importance of patents, diversification within a multidivisional structure, and internationalization. At first sight, France would seem to be a less important player in the European chemical industry. However, today it is ranked second in Europe, just behind Germany, and with a greater annual growth rate, as shown in the table below. The current position of the French chemical industry is a result of two simultaneous factors: a change in the relative activity of sectors, and the repositioning of companies. This paper will examine the strategies used by the four French firms that today are the major players in achieving France's unexpected success: Atofina, the chemicals division of Total-Fina-Elf; Aventis, the company formed by a merger between Hoechst Life Sciences and Rhône-Poulenc; L'Oréal; and Air Liquide. The companies have differing histories with regards to the characteristics of the firm at its creation, the consequences of the oil crisis, and recent mergers and acquisitions.