Articles from Auriga Magasinet No. 1, May 2006
Possible new products identified
Five to ten products will be assessed each year.
As mentioned above, Cheminova wishes to launch three new products each year.
– Our outlook is long-term, and we are already involved in several projects which in the course of the period will result in the launch of new products. It often takes more than five years to launch a new generic product, says Bjørn Albinus.
One of Cheminova’s core competences is to identify and select the right products, and Business Plan 2010 means increased activity in this area.
– We must continually identify new candidates which, after careful assessment, may become new products for Cheminova. For this reason, a number of projects are always in progress to help identify such possible candidates, Bjørn Albinus explains.
The market development department assesses product candidates on the basis of a
large number of criteria such as lifecycle, competition, environmental issues, sales
potential and possible registrations.
Many factors assessed
Cheminova’s market development department assesses product candidates on the basis of a large number of criteria such as lifecycle, competition, environmental issues, sales potential and possible registrations – all with a view to preparing a profitability calculation for the product.
Once the project group has completed its thorough analyses, the results are presented to the management which then makes the final decision about whether to continue the work, which often involves the allocation of considerable resources, or whether to abandon or reject the projects.
– The identification of new products must be increased substantially in future if we are to live up to the Business Plan. Many product candidates must be analysed, and these fundamental activities are of considerable importance to the work of other departments, Bjørn Albinus points out.
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