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Press release

Berlin, December 14, 2011

Counter Strategies in Global Markets: How established technology companies meet the new challenges of developing markets

  •     Book explores threat of low-cost competitors
  •     Changing focus in B2B markets with no-frills solutions
  •     Complex service solutions to create market barriers


The new book Counter Strategies in Global Markets, by ESMT Dean of Executive Education Olaf Ploetner, examines the situation of technology-based companies on global B2B markets. New customer segments in emerging markets and developing low-cost competitors have changed the competitive environment and challenged established suppliers. In order to defend their leading position, many companies like Siemens, GE, Alstom, Mitsubishi need to think beyond their established strategies. They may produce no frills versions of their advanced premium goods to satisfy their new customers in Asia and/or market barriers by using their experience to develop complex service solutions that cannot be copied. Regarding the changes in product development, pricing, branding, sales force management, and company culture that inevitably follow, Counter Strategies draws a blueprint for those on global B2B companies who wish to continue prospering there.

Praise for the book has come from CEOs of technology companies. Peter Loescher, President and Chief Executive Officer, Siemens AG, said, “This book cuts right to the leading-edge strategies of technology companies on B2B markets – highly recommended reading for all managers from this field.”

More information about the book
Olaf Ploetner
Counter Strategies in Global Markets
ISBN 978-0230301313
Palgrave Macmillan

About the author
Olaf Ploetner is a member of the faculty and dean of executive education at ESMT European School of Management and Technology. He is a visiting professor at Darden School of Business, ESCP, and Fudan University in Shanghai. Olaf brings with him experience as a consultant at The Boston Consulting Group and director at Siemens AG. His publications focus on competitive strategy and marketing management in technology based B2B markets.

About ESMT

ESMT European School of Management and Technology was founded in October 2002 by 25 leading global companies and institutions. The international business school offers a full-time MBA, an executive MBA, and open enrollment and customized executive education programs. ESMT focuses on three main topics: leadership and social responsibility, European competitiveness, and the management of technology. Additionally the business school provides an interdisciplinary platform for discourse between politics, business, and academia. ESMT is based in Berlin, Germany, with an additional campus in Schloss Gracht near Cologne, where USW Netzwerk runs the German-speaking executive education programs of the business school. ESMT is a private business school, accredited by the German state, AACSB, AMBA, and FIBAA.