DSM Dyneema is the inventor and manufacturer of an ultra-high-molecular-weight polyethylene (UHMWPE) fiber branded as Dyneema, the world's strongest fiber. Up to 15 times stronger than quality steel and up to 40% stronger than aramid fibers, Dyneema fiber floats on water and is extremely durable and resistant to moisture, UV light and chemicals. Therefore its applications are more or less unlimited.

The fiber is used for a wide and ever-increasing range of applications such as medical sutures, commercial fishing and aquaculture nets, ropes, slings, high-performance fabrics such as cut-resistant gloves and apparel and vehicle and personal ballistic protection. DSM Dyneema is recognized world-wide as an undisputed and highly successful leader in sustainable innovation.

The business is owned by Royal DSM, a global science-based company active in health, nutrition and materials with 24,500 employees and annual net sales of around €10 billion. DSM believes that its continued success will be driven by its ability to create shared value for all stakeholders, now and in the future. It creates sustainable shared value by innovating in ways that allow its customers to provide better People, Planet and Profit solutions, i.e. solutions to the challenges facing society, the environment and end-users.

These values are reflected in the way DSM Dyneema does business. Gerard de Reuver, CEO of DSM Dyneema, explains: "We cannot call ourselves successful if that success comes at the expense of others. So when we make a product, and help our customers to develop solutions with it, we strive to make it better than its alternatives. And we ensure that in doing so we work in the interests of people and the planet as well as profit.

Developing Ever-Better Solutions

De Reuver, 12 years with DSM and more than 30 years in life sciences, adds: "DSM Dyneema is a business, so it's vital we make a profit. But we also understand that the entire commercial eco-system needs to be profitable if we are to thrive and be able to continue to invest in developing ever-better solutions. We therefore participate in several open innovation initiatives whose aim it is to accelerate the adoption of more sustainable solutions."

Gerard de Reuver is emotional about sustainability, which he says "is more than the footprint effect on the environment; it is also about the organization and the people. It's about taking ownership for the products we make, and about working with customers to think about innovative product-end-of-life solutions."

Against a background of a growing population, concerns about the environment and resource and energy pressures, sustainable development has become and will remain a global trend for the foreseeable future. "Using two simple molecules, and applying the best production process in the world, we manufacture the very best of products, particularly when compared to nylon and steel. We are providing a better product for our customers, therefore it is our responsibility to think about an end-of-life solution for something we are giving them."

Looking For New Applications

DSM Dyneema embraces its duty to also find new solutions for the material's end of life - maybe by cascading to less demanding applications. De Reuver: "I would like to see us use the materials in a completely new application area. Disaster protection is of particular interest to me. It is a challenging area to penetrate because the stakeholders are not so easy to influence, but the result would be worth the effort. I'm going to keep pushing."

Although sustainability is not simply a DSM Dyneema issue, Gerard de Reuver feels it is a vital and constant focus - "it is in our genes" - and is prepared to invest in this. "I strongly believe in "3D - Demonstrate you are Dramatically Different" - and we work with our customers to think about unique products that come to life, again."

De Reuver is a self-proclaimed "life science guy", and what gets him excited about his work today is the simplicity of the molecule which gives such huge strength, the opportunity the company still has to use this strength and weight in applications and to see real proof that ideas can come to fruition.

Innovation Remains a Main Driver

"Innovation is an important part of why I'm with this company. If you talk about this product with somebody who knows nothing about the product itself, everybody gets excited; because the beautiful thing is, the product triggers all kinds of new application ideas and people get excited about that. And if they get excited, they have energy and they get positive, and that's what you have in this company."

What frustrates him? "I see it, yet it takes so long before the world really changes itself in using it... sometimes people don't understand the big benefits of what we can do with the molecule, we are doing things which are really innovations."

Innovation remains one of the company's main drivers. His organization constantly looks for new opportunities and is currently developing new initiatives in partnership with customers in a range of industries, including shipping, mooring and glove industry. Improving and building on the company's leadership position, innovation is the only way to create advantages, deliver win-win solutions and stay on top with changes in legislation, compliance and consumer demands.

De Reuver: "Innovation is often described as driven by societal or industry needs. Yet it is people who make the difference. With technology as the catalyst, DSM Dyneema encourages its people to think big - and be willing to move from existing paths and make new concepts become reality. And they can only do so in an environment that allows them to step out of their comfort zone, make mistakes and learn from them.

Innovation is a Way to Achieve Differentiation

"It is not enough to allow people the freedom to experiment; you also have to give them the possibility to execute and the means to deliver. You need to create freedom to move. Then at a certain stage, an organization gets into a flow. It becomes easier and success comes to you rather than you are chasing success. If you get your organization into that kind of flow, then nothing can stop you anymore."

Even then, it can take a long time before markets and customers accept that the innovation really works. "When we introduced Dyneema Diamond Technology in cut resistance gloves, it took some years before customers started to be convinced. When eventually they did - it was a wonderful experience."

Innovation is a way to achieve differentiation. DSM Dyneema wants to see its products come to life. Not me-too products, but unique product/services combinations.

De Reuver concludes: "Our ongoing success with Dyneema is based on our ability to create sustainable win-win partnerships in the various industries and geographies in which we choose to operate. Long-term relationships can deliver excellent results, provided the relationship is based on mutual trust as well as a shared understanding of end-user needs. And business partners are beginning to see the value of this approach.