The Group’s strategy is focused on maximising the global use of Accoya® wood as a wood product offering unparalleled durability, stability and reliability.    The Group’s preference is to follow an asset light model through the development of large scale licensing of its technology. The Group’s philosophy is to occupy the high ground, where specialist knowledge secures above average financial returns. There will be exceptions where the Group acknowledges superior economics vest with a third party and will seek to build comparative advantage through an alternative mechanism, as with the Group’s strategic partnership agreement with Celanese. In all instances, the Group intends to make strenuous efforts to protect its intellectual property.    The Group is actively developing large scale potential demand for Accoya® wood by working with selected partners to generate interest in the use of Accoya® wood for end use applications requiring appearance grade wood where the properties of durability, stability and reliability confer the highest value. The Group is focusing efforts on the larger national markets as demand for the significant external appearance grade products in these markets is very substantial.    Early attention has been paid to the development and protection of a distinctive brand identity, the name Accoya® wood and the green trimarque logo supported by a range of tags denoting product attributes. The Group has developed and maintains the 'www.accoya.info' website as an informative shop window to provide a consistent global presentation of Accoya® wood.   A key component of the Group’s strategy is the extension of its leading position in the acetylation of solid wood into the application of its proprietary technology to wood fibre based panel products. Development work is underway and is likely to involve significant capital expenditure to create a commercial scale technology demonstration plant.