By the use of online optimization, the profitability of chemical processes can be enhanced while meeting process-related, environmental and ecological constraints. Two well-known techniques to achieve an economically optimal operation of chemical processes are repetitive stationary optimization (RTO) combined with advanced control and direct economics optimizing control on a receding horizon (also called onelayer approach or dynamic RTO). Direct economics optimizing control can react faster to disturbances and is better suited for the optimization of transients between different products. On the other hand it is computationally demanding and requires sufficiently accurate dynamic models. In this paper, we discuss economics optimizing control of a very complex process, a multi-product transesterification reaction that is realized in a reactive distillation process. The process model, the specification of the economics optimizing controller, the implementation of the dynamic optimization, and the robustification of the controller by a multi-stage approach are discussed using simulation studies. (C) 2018 Elsevier Ltd. All rights reserved.