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Chemical companies are facing a progressively harsher environment as growing segments of the industry are becoming increasingly commoditised. Companies have tried hard to reduce operating costs, but have paid less attention to marketing and sales, where expenses have continued to rise. Many companies’ commercial operating models are ripe for a rethink. The commoditisation trend and new opportunities afforded by digital technologies make this a good time for chemical companies to rethink their marketing and sales operating models.
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