ABSTRACT
This chapter discusses what top management expects from commercial development in the light of the changing industry. The interest on the Part of chemical company presidents is shown by the fact that 44 of their 69 questionnaires were completed and returned. There were several comments that could be condensed to the simple request for commercial development people to be more creative. Corporations, like the people who manage them, change. The corporate personality is altered by growth, by new directions dictated by markets and products, and by alteration of the environment in which it exists. Cyanamid management expects planning and commercial development to set for itself an entirely different set of objectives than it did 10 or 15 years ago. Most successful new business ventures are really those that grow as extensions or modifications of already established businesses. Cyanamid, as an example, now looks to individual divisions to determine where our opportunities lie in relation to our present businesses.
