At API innovation also means organisation

The determination of API, a company operating in the field of thermoplastic elastomers, to concentrate on applications rather than products has led to the definition of three business units each targeting a specific market sector: Footwear and Sports Equipment; Automotive and Technical Products; Packaging and Medical. This emphasis on applications, together with an increased decision-making and operational autonomy, has led the members of each business unit to shoulder a major share of responsibility. This reorganisation has resulted in greater specialisation in the target markets and more efficient and timely responses to customers. All this has been accompanied by the creation of a new marketing figure, who will have a strategic cross role within the new company organisation.
"The truly innovative nature of this change lies in the fact that it has been introduced in a moderately structured yet medium/small-size company like API. It represents a true and ongoing process of cultural growth, which sees us engaged in a constant drive to achieve greater efficiency and better quality. The best response of all has come from our own people, who have proved to be highly motivated and proud and ready to begin operating within the new organisational setup, in order to start recording profitable growth once again", declared Sandro Gusi, managing director of API.