The Swiss chemical and pharmaceutical industry has an outspoken international orientation, clearly demonstrated by the geographical breakdown of its sales. Europe and America each share about 40 % of the sales, while Asia takes in 23 %, leaving Switzerland with a very small domestic market.

World-wide marketing is an essential part of the strategy of specialties, which is based on the manufacturing and sale of innovative high-value products. Swiss companies have been present on the international markets for decades, not only the big multinational corporations, but also many small and medium-sized enterprises which pursue their successful niche strategies.