To: IQBAL LATIF who wrote (21454 ) 11/17/1998 4:05:00 AM From: IQBAL LATIF Read Replies (1) | Respond to of 50167
Chain reaction- Peter Martin in FT- (The industries that may remain under pressure.. ) It is not just globalisation which is forcing companies into cross-border mergers. Deflation is also playing a big part Everyone in chemicals is doing it. Pulp and paper is following suit. Oil is starting to move the same way. Steel is teetering on the brink. Cars are joining in too. For basic industries - the ones that powered the world's industrial transformation over a century and a half - there's no escape. No longer the stars of their domestic economies, they are undertaking cross-border rationalisation to survive. The chemicals industry is the most visible example. Hoechst's merger talks with Rhône-Poulenc bring together two companies that have already taken big steps to escape from their chemicals roots. They follow hard on the heels of ICI's transformation, the planned merger of Clariant and Ciba Specialty Chemicals, and the purchase by Shin Etsu of Japan of Rovin, a Shell/Akzo Nobel joint venture, to become the world's biggest PVC producer. Other traditional manufacturing industries have also seen the writing on the wall. In steel, Usinor of France is taking over Belgium's Cockerill-Sambre, and British Steel has acquired control of Sweden's Avesta. In pulp and paper, Sweden's Stora and Finland's Enso have come together. In oil, British Petroleum is taking over Amoco. In cars, Daimler is merging with Chrysler. One way of looking at this cross-border merger frenzy is to see it as part of globalisation. With the world now a single market for many of basic products, a pattern of production and ownership that reflects traditional national boundaries no longer makes sense. So industries are settling down into new constellations of power and scale, crossing national boundaries as easily as they once crossed local ones. That is only part of the story. True, globalisation would have shaken up traditional patterns of ownership - eventually. And without a recent willingness on the part of governments, managers and shareholders to accept overseas ownership without complaint, many of these deals would have proved difficult. But the urgency with which these companies are coming together derives from something else. It's one of those invisible economic trends we all know is happening but find it hard to pin down: deflation. Stable prices, which now reign across the developed world, are a statistical illusion. Those unmoving consumer price indices do not reflect what is really happening to businesses. In the words of a hoary old statistical joke, they are the average temperature of a man with his head in the freezer and his feet in a bucket of hot water. Some businesses, especially in the service sector and other high-growth areas, are comfortably warm, with prices for their products rising. For others, chilled to the marrow, prices are relentlessly falling. The industries that find themselves at the freezer end of the body corporate are the ones rushing towards cross-border mergers. For industries supplying the basic ingredients of manufacturing - chemicals, steel, oil, paper - the freeze has got much worse in the past year. The Asian tigers provided almost all the growth in demand for these products, as they turned themselves into the workshops of the world. With Asian manufacturing in deep recession, prices of industrial building blocks have been tumbling. In other industries, such as cars, there is not the same demand-side pressure on prices. Their Achilles heel is overcapacity, a surplus of plants built on the back of cheap capital. In some cases, this capital was artificially underpriced - in Japan or Korea, for example. In others, it is the result of low long-term interest rates or booming stock markets. Industries that do not face the same pricing pressures would do well to learn a lesson from those that do. The impact of deflation seems set to get worse, if anything, rather than better. Real interest rates remain high all round the world, even after the recent easing in the US and elsewhere. Consumers have been conditioned to expect bargains - and are sufficiently apprehensive about the macro-economic outlook to seek them out. Asian exports will recover fast enough to keep downward pressure on finished-goods prices, but not fast enough to ease the squeeze on suppliers of basic ingredients. And in Europe, the increased transparency that follows the euro will help push prices down. These are all reasons to think that even those businesses currently basking at the warmer end should think hard about how to cope with falling prices. Product differentiation, extra service, internal cost-savings, the creation of parallel "bargain" brands - these are all familiar weapons in this struggle. Only when these remedies are exhausted should companies contemplate cross-border acquisitions. Such deals are inherently risky. They are riskier still when produced by fear rather than greed. Defensive mergers of equals, in which the distribution of power is unclear and the unspoken shared motive is a desire to shelter from the cold, are the riskiest of all. Cross-border mergers are likely to succeed only when their motivation is aggressive and the victors in the internal struggle for power are identified at the outset. Some of the recent deals in basic industries (such as BP/Amoco) fit this pattern. Many do not. The 1970s taught us how inflation damaged business decisions and the allocation of resources. We will soon be learning, the hard way, that deflation has an industrial price too: botched mergers and unworkable combinations.