Makrolon: The High-Tech Material

Waldemar A. Pförtsch.

Research output: Other contributionCase Studies


Bayer’s Makrolon ? is undoubtedly the best-known polycarbonate in the market place in Europe. It now has a brand awareness of 31%. This case describes Bayer’s Ingredient Branding strategy for Makrolon in Europe, focusing on the rise of Makrolon and exploring the formation of its future developmental strategy. This study finds that awareness is not everything. Does branding pay off? What are the conditions that determine the benefits Bayer can achieve with Makrolon? These questions are critical for the successful management of the Makrolon brand.
Original languageEnglish
Number of pages18
Publication statusPublished - 1 Jan 2009

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Published by

China Europe International Business School


  • B2B(Business-to-business)
  • Bayer
  • Brand Recognition
  • Ingredient Branding

Case studies discipline

  • Marketing

Case studies industry

  • Manufacturing


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