“Normality is the exception”
Many companies are looking for the right strategy. Have you found the optimum solution?
Differentiation is considered to be the means of choice for the strategic orientation of our company. The resulting distinguishing characteristics are an important commodity for maintaining market share and for exploiting new terrain. For this reason, we deal with the strategic development of our business model systematically, without the use of external consultants. For example, we are well on the way to transforming ourselves from being a component supplier to being a systems partner. Our subsidiaries in Great Britain, Italy and the USA have successfully shown us how to accomplish this. Because we see ourselves as a learning company, we have drawn the right conclusions from their success models for the benefit of our customers.
What else creates competitive advantages?
Above all a “creatively uncomfortable” culture of innovation. That is why we again have many products that will be launched in the near future. That is the result of continual basic research and permanent dialogue with our customers. 90 percent of our innovations are created from analysing the requirements of our customers. Incidentally, a positive corporate culture with values that are laid down in writing and practiced every day is a staunch pillar in difficult times.
How can these values be manifested?
On the one hand by dealing with all market players and with our employees
fairly and in a spirit of partnership. On the other hand with loyalty and solidarity within the company. For example, our leading employees and the management are all voluntarily forgoing part of their salary to show their solidarity with the production staff, who are on short-time working.
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