This has many advantages, particularly for globally active brand-name manufactur- ers. “Depending on the brand and the in- dividual design, we can now offer these companies innovative solutions that uni- formly support their image worldwide.” Global Label Portfolio An example: In Europe, ACTEGA Terra is already very successful with innovative coatings for in-mold labels. These coatings serve to protect brand labels that are applied directly on plastic jugs and containers. For North America, we have a small market share in this label application. “On the other hand, the narrow web label printing inks and coatings of the U.S. company of ACTEGA are hardly known in Europe,” says Kuchta. That, too, will change with the reorganization. Now ACTEGA Terra and ACTEGA North America can share technologies and invest in new developments that bring more to our customers in both markets. Custom- ers such as global consumer goods man- ufacturers can choose a suitable solution from the expanded label portfolio. “The site is no longer limited to the technolo- gies they historically produced; all technologies across the globe are available to them. The only thing that matters is the specific requirement for the product pack- aging in question,” says Kuchta. For each segment, ACTEGA has formed international teams that possess diverse technical application knowledge. In ad- dition, they have worldwide access to the necessary laboratory resources and specialists. Continuity and Change at ALTANA 33 For Susan Kuchta, change is part of everyday life. Before she switched jobs to become a manager at ACTEGA North America, she had worked for many years as a change manager for large U.S. chemical companies. “I’m very comfortable with change,” says the strategy and marketing expert. “So I am all the more pleased to make our expanded product portfolio in the new ACTEGA organ- ization accessible to an even larger group of customers.”
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