On an early Friday evening in January 2008, the three sisters Supeeya Saenghirun, Titima
Eiampikul, and Suwanna Akrapongpisak – the second generation of the Eiampikul family to run Bertram
Chemical (1982) Co., Ltd.2 – sat in their monthly business meeting. But besides usual agenda
topics like sales figures or manufacturing capacity they faced a severe strategic challenge bearing no
delay.