As a leading multinational advocating an ecological approach to business, Germany's Evonik has already embraced measures to fulfill the challenge of this year's Bo'ao Forum - making a "Green Asia".

"The theme of this year's annual conference reveals the concern and choice of Asia, and also the trend of the world at large," said Dr. Klaus Engel, chairman of the board of Evonik Industries AG.

"At Evonik, sustainable development is an integrated part of all of our business processes."

Engel, who is also responsible for the group's chemical business, said environmental deterioration, energy shortages, climate change, wealth polarization, finance reform and enterprise innovation are all global issues.

The growth of Asia, especially China, over the past few decades has deeply influenced the entire world, but the region faces the dual challenges of limited resources and environmental responsibility to realize sustainable development.

"When expanding our business in Asia - the same as in the rest of the world - economic, ecological and social aspects are given equal consideration in decision-making processes," he said.

He said Evonik, a modern industrial group with top positions in its markets and a track record of innovation, has key competencies of specialization, ongoing self-renewal and reliability.

"When trees grow in the desert, or fuel is produced on a farm or a power station gets its coal from the world's biggest floating platform - you can bet Evonik had a hand in it somewhere," said Engel. "Just because Evonik has ideas."

Engel said his company is a member of Econsense, the sustainable development forum for German industry, as well as a member of the World Business Council for Sustainable Development and a supporter of the Responsible Care initiative by the International Council of Chemical Associations to promote sustainable use of resources.

The company has for years systematically analyzed social trends and developments, appraising their potential to create value and ensure a clear vision of coming challenges. The ability to conceive good ideas for new and existing businesses also requires a large store of interconnected knowledge.

"Making knowledge accessible throughout the company is one of our guiding principles, and we systematically promote knowledge transfer," said Engel.

People are key

"In Evonik, people are our key assets to business success," said Engle. "We attach special importance to attract, develop and retain good employees with comprehensive HR programs worldwide, as well as in China," said Engel.

Throughout the group and beyond, Evonik promotes a culture whose criteria for success are the courage to innovate and take responsible action.

"Our staff are proven experts in their fields and produce top-quality work with a constant stream of new ideas. This helps us secure our technology and market lead in our chosen sectors - paving the way for yet more profitable growth," said Engel.

He said one of the firm's visions in China is to develop local managers to take top management positions. Evonik China has held condensed training programs since 2002 for its young managers with the aim of creating a pool of talented local staff in management positions and help them build networks.

Research and development (R&D) is also a driver to the success of Evonik. In 2007, the group spent about 300 million euros ($467.7 million) on R&D in the chemicals sector alone.

"Some 2,300 highly qualified staff at 35 locations around the world is on the hunt day in, day out, for new substances, products, ideas and models. To stay at the leading edge of scientific research, we also have over 250 partnerships with universities throughout the world," Engel added

In 2004, the company invested 12 million euros ($18.7 million) in a Shanghai R&D center that has 21 laboratories integrated into Evonik's global research network. It then spent more than 22 million euros ($34.3 million) in 2007 to expand the facility, which now has a total of 25,000 sq m of floor space and several new state-of-the-art laboratories. It provides a regional hub for sales, marketing, technical services, R&D and services for customers in China and the wider Asia-Pacific region.

Green mission

Worldwide, the company has spent a total of around 58 million euros ($90.4 million) on water, soil and air protection and to reduce noise pollution.

In China, Evonik has launched energy-saving projects for automobiles, construction, and renewable and conventional power.

To optimize energy use and save costs, an "energy check" program has been instituted at all of its China's production sites and joint ventures monitored by energy management departments.

Engel said the Chinese government has done a good job in keeping a balance between high-speed growth and the distribution of wealth as it moves to meet social and environmental challenges.

"The Chinese people have become increasingly conscious of the environment and environmental protection," said Engel. "China is playing a leading role to work together with other countries to establish a green Asia and we are happy to join in the effort."

(China Daily April 11, 2008)