PUTTING VALUE FIRST IN THE HEART OF BASF.

Describes the value-based strategy instituted by Walter Gramlich, head of the intermediates division of chemical firm BASF. Division's response to a corporate strategy program called BASF 2015 that chief executive officer Jurgen Humbrecht launched in May 2003; Important role of the intermediates division in BASF; Division's analysis which of the customers to continue to serve directly, which to transfer to distributors and which to pass altogether to competitors; Aim to increase the scope of the division beyond the commodity diols and amines for which it is best known.