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The end of constant growth

Consumer demand
By Paul Hodges on 30-Aug-2012

Dreams2.pngYou cannot just sit back and expect things to happen the way they have happened in the past, especially in emerging markets.

This insight from a senior Hong Kong-based executive with a global polyethylene (PE) producer highlights the risks faced by the global industry as we transition to the New Normal. As he added during a conversation with the blog’s co-author John Richardson:

“The key to success is to stay is to stay on top of developments in the economy, society and politics and constantly think how these are changing and how you need to reposition your business. You need lots of good people on the ground who can detect micro changes at the level of your customers that can become major economic and social trends.”

The interview is contained in John’s new ICIS Chemical Business article. This argues that planning during the Supercycle was based on the theme of Kevin Costner’s 1989 movie, Field of Dreams (picture above) – ‘if you build it, they will come’. Today, however, a difficult transition is underway, as we describe in Boom, Gloom and the New Normal.

The risks are rising all the time that policy makers will fail to deliver a return to the SuperCycle. The winners will instead be those companies who refocus on the new economic and social trends that are already starting to drive future growth.

To download a free copy of the article, please click here.