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Many of Celanese Chemicals’ products are relatively mature so that maintaining their
excellent market positions in Europe and the U.S. will only translate into growth at around
GDP levels, or a solid 2-3 % per year. To meet the company’s growth and productivity goals,
Celanese needs to participate in the opportunities being generated in the developing
economies of the world, particularly in Asia.
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“Celanese has always manufactured the premier raw material for cigarette filters – cellulose
acetate tow. The question was whether we could successfully access the potential of the
largest market in the world through joint venture manufacturing facilities in China. We are
pleased to report that acetate is the number one filter choice in China as it is in the rest of
the world, and business prospects for the future are looking good,” says Ron Norman, Head
of the joint venture plant in Zhuhai, China.
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Celanese made its first significant investment into Asia in 1962 when it founded Polyplastics
- a joint venture with the Japanese company Daicel Chemical Industries. Polyplastics focused
on marketing to begin with, but by 1968, it was already manufacturing the polymer polyacetal.
Thanks to the pragmatic and hands-off approach of its shareholders, the company has
since developed into one of the oldest and most successful joint ventures in Japan.
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