Press release
03.09.2009 - Wedemark/Zurich
The customer as benchmark: Audio specialist Sennheiser focuses on long-term consumer understanding
Over the past year data has been analysed, fact sheets prepared and up-to-date market knowledge and development potential communicated: Zurich’s Technopark is home to Sennheiser Innovation (Schweiz) AG, which provides the audio specialist with important information about the customers of the future and trends that in five to fifteen years’ time will affect people all around the world. “Today it is more important than ever to sow the seeds of innovation as early as possible”, explains Volker Bartels, Speaker for the Sennheiser Excecutive Team and President of Manufacturing and Logistics. “We want to identify key developments in consumer thinking as early as possible in order to move our company, together with its products, its services and its philosophy, in that direction.”
Since 27 August 2008 Sennheiser Innovation (Schweiz) AG has been working on the basic principles of consumer understanding – and giving the audio specialist more approaches to the whole subject of innovation. “With this department Sennheiser has created a unique tool for a medium-sized company”, claims Susanne Seidel, President of Global Marketing. “Up to now our great strengths have been in the field of technological innovation and the direct implementation of customer demands through the creation of innovative products – now a new element comes into play; a more in-depth, long-term understanding of consumer thinking and behaviour. The first year with Strategic Innovation has already given us valuable insights into our work in the markets and is now also helping us to understand and make use of changing consumer behaviour in the current world economic climate.”
The organisation, run by Daniel Sennheiser, Director of Strategic Innovation, was set up in Zurich to shine an independent light on developments. The Technopark, with its fresh, young companies and its proximity to ETH Zurich (a science and technology university), offers an environment that fosters innovation. Daniel Sennheiser himself has extensive experience in consultancy, marketing, communication and design. Before joining Sennheiser he was Associate Director for Design and Innovation (EMEA) at Procter & Gamble.
“With our Strategic Innovation team we bring a new perspective to the company”, explains Daniel Sennheiser. “We look beyond mere fads and short-lived trends to see which values and ideas will affect the consumers of the future. To do this we have put together a multifunctional team of market researchers, creative minds, economists and engineers. This comprehensive approach gives a fresh impetus to the Sennheiser Group.” Daniel Sennheiser’s team consists of seven members of staff, three of whom are based in the company headquarters in Germany. They ensure the smooth transfer of research findings to all areas of the company.
“We have to start now to tackle the innovations of the years ahead”, says Daniel Sennheiser with conviction. “Every successful company needs to be involved in future research. My team and I are delighted to be able to play an active role in this challenging field and thus to promote a culture of innovation throughout the entire group.”
At a glance – Sennheiser Innovation (Schweiz) AG
| Founded: | 27 August 2008 |
| Status: | 100-percent subsidiary of Sennheiser electronic GmbH & Co. KG |
| Headquarters: | Zurich, Technopark |
| Members of staff: | seven |
| Manager: | Daniel Sennheiser, Director of Strategic Innovation |
| Key focus: | Market Research, Innovation Management, Strategic Process and Business Development in order to bring increased consumer/user-driven innovation into the company |
The Sennheiser Group, with its headquarters in Wedemark near Hanover, Germany, is one of the world’s leading manufacturers of microphones, headphones and wireless transmission systems. The family-owned company, which was established in 1945, recorded sales of over €385 million in 2008. Sennheiser employs more than 2,100 people worldwide, around 55% of whom are in Germany. Sennheiser has manufacturing plants in Germany, Ireland and the USA, and is represented worldwide by subsidiaries in France, Great Britain, Belgium, the Netherlands, Germany, Denmark (Nordic), Russia, Hong Kong, India, Singapore, Japan, China, Canada, Mexico and the USA, as well as by long-term trading partners in many other countries. Also part of the Sennheiser Group are Georg Neumann GmbH, Berlin (studio microphones), K + H Vertriebs- und Entwicklungsgesellschaft mbH (Klein + Hummel studio monitors, installed sound) and the joint venture Sennheiser Communications A/S (headsets for PCs, offices and call centres).
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You can find all the latest information on Sennheiser by visiting our website at www.sennheiser.com, or by contacting:
Sennheiser electronic GmbH & Co. KG
Press & PR • Edelgard Marquardt
Am Labor 1 • 30900 Wedemark • Germany
Tel.: +49 (0)5130 600 329
Fax: +49 (0)5130 600 295
E-mail: edelgard.marquardt@sennheiser.com