Guiding idea: nora® - leading the world

Mission Statement: We want to be the Number 1 worldwide among the suppliers and manufacturers of rubber in terms of professional expertise, customer-responsiveness, innovation, quality and environmental responsibility.

The materials we work with is rubber, and from these we make high-quality, environmentally compatible branded products. The relevant market for us is the world market for resilient floor coverings, with the main focus on project. Our aim is to grow faster than the market itself, outperforming the competition. We want to achieve or maintain a leading position in every stage of the process, from research and development right through to marketing and customer satisfaction. The superior quality we offer for both products and service support are invaluable contributions we are making towards our customers' success. As a basic principle, we are selling our products through the benefits the customer needs, not through their price. We respond more promptly to emerging market needs than our competitors.

It is primarily four outstanding capabilities through which we implement our aspirations - our strategic success factors:

1. Leading because of the skills and capabilities of our associates
   We recognize capable associates, hire the most capable people we can find, and proactively foster their careers to bind them to our company on a long-term basis.
   We delegate responsibility and expect that responsibility be duly assumed.
   We put our trust in sound, down-to-earth leadership based on personal example. And we also put our trust in our associates, promoting an atmosphere of team spirit.
   Our company assigns a high priority to the development of potential leaders.
2. Top-ranking position in research and development and manufacturing know-how
   We systematically use the options inherent in our materials to manufacture innovative, high-quality, environmentally compatible products, enabling us to supply complete, problem-solving, packages going above and beyond present-day applications of our material.
   We are striving for cost leadership through the utilization of state-of-the-art production technologies and continuous improvement of our productivity.
3. Leading the world in terms of professional expertise and accomplishment in project business
   
All important markets will be worked on by own organizations, where useful. We win orders for project jobs by offering floor covering systems with properties that satisfy market-driven requirements and designs, by unmatched professionalism in sales and marketing, and by paying close attention to quality and cost-efficiency in all functions. Our organization's professional expertise and reputation worldwide makes a lasting impression in the market and creates demand for our branded products by means of systematic and purposeful project-related processes.
4. Leading in creating new applications and opening new market segments by providing market-driven problem-solving packages
   Our market knowledge, paired with our products, enables us time and again to find new attractive areas of application and to provide specific and comprehensive packages for them.