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Rafael Cayuela has worked for The Dow Chemical Company in Madrid, Spain, Dow global headquarters in Midland Michigan and Dow European Headquarters in Horgen, Zurich, Switzerland. Since 2010 Rafael Cayuela works as the global product and marketing director for STYRON, a spin off company of Dow Chemical. In its current work for the last years Rafael has been gathering significant experience in emerging markets in particular in China, Korea, Indonesia, Brazil and India.
Table of Contents
INTRODUCTION & METHODOLOGY
CHAPTER 1, introduces some of the major mega trends our world will face during the next decades, providing multiple analysis, ilustrations, data and logicl argumentation for these.
CHAPTER 2, introduces the chemical industry, reviewing some of its major characteristis, major companies, products and latest trends.
CHAPTER 3, presents a simple metholodoly to analyze the potential impact of these selected megatrends into any industry, company, country or organization.
CHAPTER 4, reviews the potential impact of these mega trends into the chemical industry at the four preidentified levels, globally, for the Advance economies, BRIC and the REST of the world.
CHAPTER 5, will present the specific results of this trends into industry, adressing the potential size of the industry globally and per area, the major feedstocks, products and challenges and opportunities for the chemical industry in each of the four areas.
CHAPTER 6, will present strategic and tactical recomendations for chemical compannies in order to sucedd and benefit from the upcoming megatrends.
CONCLUSIONS, this chapter present the major conclusions for the paper as well as the potential new areas for research and further publications including,
the opening of the Rest Group into the so called Next 11 and others
innovation, new feedstocks, new products
the impact of internet and social networks on the acceleration of innovation and growth
strategic analysis for the top chemical compannies in the world, one per each of the areas: Dow Chemical, BASF, Sinopec, Sabic, Reliance, Petrobras and Gazprom