Exhibit 10.16

                                ASHLAND INC.
               INCENTIVE COMPENSATION PLAN FOR KEY EXECUTIVES
                      (As amended September 19, 1996)



1.       PURPOSE

     The principal purposes of the Ashland Inc. Incentive Compensation Plan
for Key  Executives  (the  "Plan")  are to  provide  to  Eligible  Officers
incentives to earn annual incentive compensation through the achievement of
performance  goals and to assist the Company in attracting,  motivating and
retaining key employees on a competitive basis.

2.       DEFINITIONS

     Terms not otherwise defined herein shall have the following meanings:

     (a) "Board" means the Board of Directors of Ashland Inc.

     (b) "Change in Control" shall be deemed to occur (1) upon the approval
of the  shareholders  of the Company (or if such  approval is not required,
upon the approval of the Board) of (A) any  consolidation  or merger of the
Company in which the Company is not the continuing or surviving corporation
or pursuant to which shares of Common  Stock would be converted  into cash,
securities  or other  property  other than a merger in which the holders of
Common  Stock   immediately   prior  to  the  merger  will  have  the  same
proportionate  ownership  of  Common  Stock  of the  surviving  corporation
immediately  after the  merger,  (B) any sale,  lease,  exchange,  or other
transfer (in one transaction or a series of related transactions) of all or
substantially  all the assets of the Company or (C) adoption of any plan or
proposal for the  liquidation or  dissolution of the Company,  (2) when any
"person"  (as  defined in Section  3(a)(9) or 13(d) of the  Exchange  Act),
other than the Company or any subsidiary or employee  benefit plan or trust
maintained  by the  Company or any of its  subsidiaries,  shall  become the
"beneficial  owner"  (as  defined in Rule 13d-3  under the  Exchange  Act),
directly or indirectly, of more than 15% of the Common Stock outstanding at
the time, without the approval of the Board, or (3) if at any time during a
period of two consecutive  years,  individuals who at the beginning of such
period  constituted  the Board shall cease for any reason to  constitute at
least a  majority  thereof,  unless  the  election  or the  nomination  for
election by the  Company's  shareholders  of each new director  during such
two-year  period  was  approved  by a vote of at  least  two-thirds  of the
directors  then still in office who were directors at the beginning of such
two-year period.

     (c) "Code"  means the Internal  Revenue Code of 1986,  as amended from
time to time.

     (d) "Committee" means the Personnel and Compensation  Committee of the
Board.

     (e) "Common Stock" means the common stock, $1.00 par value, of Ashland
Inc.

     (f) "Company" means Ashland Inc., its divisions and subsidiaries.

     (g) "Eligible Officer" means an executive officer described in Section
4.

     (h)  "Exchange  Act" means the  Securities  Exchange  Act of 1934,  as
amended.

     (i) "Executive  Officer" means an executive officer as defined in Rule
3b-7 under the Exchange Act.

     (j) "Fair Market  Value"  means,  as of any  specified  date (or, if a
weekend or holiday,  the next preceding business day), the closing price of
a share of Common  Stock,  as reported on the  Composite  Tape for New York
Stock Exchange issues.


     (k)  "Hurdle"  means  the  minimum  Performance  Goal(s)  that must be
reached in order for the Eligible Officer to receive any Incentive Award.

     (l) "Incentive  Award" means the amount determined by the Committee to
be payable to a Participant  upon the achievement of the Performance  Goals
for the particular Performance Period.

     (m) "Participant" means any Eligible Officer who receives an Incentive
Award under the Plan for a Performance Period.

     (n) "Performance  Goals" mean performance  goals as may be established
in writing by the  Committee  which may be based on earnings,  stock price,
return on  equity,  return on  investment,  total  return to  shareholders,
economic value added, debt rating or achievement of business or operational
goals, such as drilling or exploration  targets or profit per barrel.  Such
goals may be absolute in their terms or measured against or in relationship
to other companies comparably or otherwise situated. Such performance goals
may be  particular  to an  Eligible  Officer or the  division,  department,
branch,  line of business,  subsidiary  or other unit in which the Eligible
Officer  works  and/or  may be  based  on the  performance  of the  Company
generally.

     (o)  "Performance  Period"  means  an  annual  period  based  upon the
Company's  fiscal  year,  except to the  extent  the  Committee  determines
otherwise.

     (p)  "Target"  means the  Performance  Goal(s) that must be reached in
order for the Eligible Officer to receive the maximum  Incentive Award. The
maximum Incentive Award is a fixed percentage of the midpoint of the salary
range for the position  held by the Eligible  Officer and is based upon the
Eligible  Officer's level of employment.  No Eligible Officer may receive a
maximum Incentive Award more than 150% of their salary range midpoint.

3.       SHARES; ADJUSTMENTS IN THE EVENT OF CHANGES IN CAPITALIZATION

     (a) Shares  Authorized  for  Issuance.  There  shall be  reserved  for
issuance  under  the Plan  150,000  shares  of  Common  Stock,  subject  to
adjustment   pursuant  to  subsection  (b)  below.  Such  shares  shall  be
authorized but unissued shares of Common Stock.

     (b) Adjustments in Certain  Events.  In the event of any change in the
outstanding  Common  Stock by reason of any stock  split,  share  dividend,
recapitalization,  merger, consolidation,  reorganization,  combination, or
exchange or  reclassification  of shares,  split-up,  split-off,  spin-off,
liquidation or other similar change in capitalization,  or any distribution
to common  shareholders  other than cash  dividends,  the number or kind of
shares that may be issued under the Plan shall be automatically adjusted so
that  the  proportionate   interest  of  the  Eligible  Officers  shall  be
maintained as before the occurrence of such event.

4.       ELIGIBILITY

     The Chief  Executive  Officer and the Chief  Operating  Officer of the
Company,  plus any other Executive Officers chosen by the Committee,  shall
be eligible to participate in the Plan. An individual who becomes  eligible
to  participate  in the Plan  during the Plan Year may be  approved  by the
Committee for a partial year of participation.

5.       ADMINISTRATION

     Full power and  authority to construe,  interpret and  administer  the
Plan shall be vested in the Committee.  Decisions of the Committee shall be
final, conclusive and binding upon all parties.


6.       AWARDS; PAYMENT

     (a) No later than 90 days after the  commencement of each  Performance
Period,  the Committee shall  establish in writing one or more  Performance
Goals, including the Hurdle and Target, that must be reached by an Eligible
Officer in order to receive an Incentive Award for such Performance Period.
The Committee  shall have the  discretion  to later revise the  Performance
Goals and the  amount  to be paid out upon the  attainment  of these  goals
solely  for  the  purpose  of  reducing  or   eliminating   the  amount  of
compensation  otherwise  payable upon attainment of the Performance  Goals;
provided that the Performance Goals and the amounts payable upon attainment
of the Performance  Goals may be adjusted during any Performance  Period to
reflect   promotions,   transfers  or  other  changes  in  a  Participant's
employment  so long as such  changes are  consistent  with the  Performance
Goals established for other Participants in the same or similar positions.

     (b) The  amount  payable  to a  Participant  shall be  based  upon the
achievement  of the  Performance  Goals and the  Participant  achieving the
highest possible individual  performance rating for the Performance Period.
To the extent that a  Participant  does not  achieve  the highest  possible
individual  performance  rating for the Performance  Period,  the Committee
shall have the discretion to reduce the amount payable to such Participant;
provided, however, that no payment for individual performance shall be made
unless the Performance Goals are achieved.

     (c) Payment of Incentive Awards shall be made on a date or dates fixed
by the Committee.  Payment may be made in one or more  installments and may
be made wholly in cash,  wholly in shares of Common Stock or a  combination
thereof as determined by the Committee.

     In addition,  Participants may be offered the opportunity to defer the
receipt of payment of an Incentive  Award.  Common Stock may be granted (i)
as a bonus for deferral or (ii) as a bonus for  retaining,  for a specified
period of time, Common Stock received in payment of an Incentive Award, all
under such terms as may be  established by the Committee from time to time.
Notwithstanding, in no event shall the value of the Common Stock granted as
a bonus for deferral or retention  exceed 20% of the value of the Incentive
Award so deferred or  retained.  Any and all  payments  made under the Plan
shall be subject to applicable  federal,  state or local taxes  required by
law to be withheld.

     If payment of an  Incentive  Award shall be made all or  partially  in
shares  of Common  Stock,  the  number  of  shares  of  Common  Stock to be
delivered  to a  Participant  on any payment  date shall be  determined  by
dividing (x) the original  dollar amount to be paid on the payment date (or
the part thereof  determined  by the Committee to be delivered in shares of
such  Incentive  Award) by (y) the Fair Market  Value on the date the Board
approves the Committee's decision to pay an Incentive Award.

     (d) An  Incentive  Award  shall  terminate  for  all  purposes  if the
Participant does not remain continuously employed and in good standing with
the  Company  until  the date of  payment  of such  award.  In the event an
Eligible Officer's employment is terminated because of death, disability or
retirement,  the Eligible  Officer (or his or her  beneficiaries or estate)
shall  receive a pro rata portion of the payment of an Incentive  Award for
which the Eligible  Officer would have  otherwise  been eligible based upon
the  portion  of the  Performance  Period  during  which  he or she  was so
employed so long as the Performance Goals are subsequently achieved.

7.       INALIENABILITY OF BENEFITS

     Incentive  Awards may not be  assigned or  transferred  in whole or in
part,  either directly or by operation of law or otherwise  (except by will
or pursuant to the laws of descent and distribution)  including, but not by
way  of  limitation,  execution,  levy,  garnishment,  attachment,  pledge,
bankruptcy or any other manner.


8.       GOVERNING LAW

     The  provisions  of this Plan shall be  interpreted  and  construed in
accordance with laws of the Commonwealth of Kentucky.

9.       AMENDMENTS

     The  Committee  may amend,  alter or  terminate  this Plan at any time
without  the prior  approval  of the  Board;  provided,  however,  that the
Committee may not,  without  approval by the Board and the  shareholders of
the Company:

     (a)  increase  the amount of  securities  that may be issued under the
Plan (except as provided in Section 3(b));

     (b)  materially   modify  the   requirements  as  to  eligibility  for
participation in the Plan; or

     (c)   otherwise   materially   increase  the   benefits   accruing  to
participants under the Plan.

10.      CHANGE IN CONTROL

     Upon a Change in Control,  in order to maintain an Eligible  Officer's
rights under the Plan,  there shall be an  acceleration  of any Performance
Period relating to any Incentive  Award, and payment of any Incentive Award
shall be made in cash as soon as  practicable  after such Change in Control
based upon achievement of the Performance Goals applicable to such award up
to the date of the Change in Control.  Further,  the  Company's  obligation
with respect to such Incentive  Award shall be assumed,  or new obligations
substituted  therefor, by the acquiring or surviving corporation after such
Change  in  Control.  In  addition,  prior  to the date of such  Change  in
Control,  the Committee,  in its sole judgment,  may make adjustment to any
Incentive Award as may be appropriate to reflect such Change in Control.

11.      EFFECTIVE DATE; TERM OF THE PLAN

     This Plan shall be  submitted to the  shareholders  of the Company for
their  approval  and  adoption on January 26, 1995 or such other date fixed
for the next meeting of  shareholders  or any  adjournment or  postponement
thereof. If approved and adopted by the shareholders,  the Plan will become
effective  as of  September  14,  1994.  Unless  terminated  sooner  by the
Committee,  to the extent necessary to ensure that Incentive Award payments
be deductible under the Code, the Plan shall terminate on, and no Incentive
Awards shall be granted after, the first meeting of shareholders  occurring
in calendar year 2000.