• DocumentCode
    1387052
  • Title

    Siemens: making marketing as important as technology

  • Author

    Guterl, Fred

  • Volume
    27
  • Issue
    12
  • fYear
    1990
  • Firstpage
    57
  • Lastpage
    60
  • Abstract
    A profile is presented of Germany´s engineering giant, which is investing billions of Deutschemarks in a restructuring and acquisition program to enhance its international competitiveness. To better manage its businesses on a worldwide basis, the company has split seven large divisions into 15 smaller ones, giving each worldwide responsibility for a particular technology. These moves and the factors that motivated them are discussed.<>
  • Keywords
    electrical engineering; management; marketing; Siemens; acquisition program; business management; marketing; Automotive engineering; Consumer electronics; Defense industry; Electronics industry; Europe; Financial management; Industrial electronics; Mood; Out of order; Technology management;
  • fLanguage
    English
  • Journal_Title
    Spectrum, IEEE
  • Publisher
    ieee
  • ISSN
    0018-9235
  • Type

    jour

  • DOI
    10.1109/6.60940
  • Filename
    60940
    • Link To Document
    https://search.isc.ac/dl/search/defaultta.aspx?DTC=49&DC=1387052