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www.simon-kucher.com
Linkontro 2014
Hidden Champions –The Vanguard of Globalia
Forte Village Resort,
May 23, 2014
Prof. Dr. Dr. h.c. mult.Hermann Simon
Milano officeCorso Europa 13
20122 Milano
Italy
The globalized world of the future
In order to understandfuture opportunities and risks we have to
understandGlobalia!
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Headlines of the Day
Financial Times, April 30, 2014
"China overtakes the US?"
People’s Daily Online, May 8, 2014
"China still has a long way to go
before it overtakes the United States."
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Globalia 2025: Gross Domestic Products
21 11920 316
14 098
6 383
4 341 4 138 4 144
2 736 2 494 2 000
USA EU China Japan Brazil Germany India Russia Italy Korea
billion US-$
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Globalia 2025: Growth until 2025
8 210
6 537
4 033
2 415 2 253
1 249885 828 800
400
China USA EU India Brazil Russia Japan Germany Korea Italy
billion US-$
4H01X011 5
0
2 000
4 000
6 000
8 000
10 000
0 5 000 10 000 15 000 20 000 25 000
EU
China
Japan
Brazil
India
GermanyItaly
Russia
Globalia – The Globalized World of The Future
Where does the music play in 2025?
Gross Domestic Product 2025
USA
First Global League
Second Global League
Growth Gross Domestic Product 2010-2025 in billion US-$
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Globalia – Until 2050
*Pakistan, Indonesia, Bangladesh, Egypt, Iran, Iraq, Afghanistan Source: UNO Forecast, 2010
75
125
175
Index 2010 = 100
2010 2050
203 Sub-Saharan-Africa 1,753
193 Africa 1,998
151 Islamic countries* 1,210
133 India 1,613127 USA 403
111 Brazil 218104 China 1,417
94 Europe 69186 Germany 7183 Russia 11680 Japan 101
million
103 Switzerland 10
Index 2050
95 Italy 57
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Eurafrica vs. Chimerica
Population in millions
317
732
403691
1 354
1 0331 417
1 998
Chimerica Eurafrica Chimerica Eurafrica
1 7651 671
2 689
1 820
2010
Africa
Europe
China
USA
Africa
Europe
China
USA
2050
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Immigration into Industrial Nations 2011
Source: OECD
114 936
118 457
141 980
210 704
248 750
266 867
307 249
354 327
416 282
453 000
841 695
1062 040
Austria
Netherlands
France
Australia
Canada
Japan
Korea
Italy
Spain
UK
Germany
USA 1 062 040
(2012: 1.08m)
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Urbanization
� The strongest trend – even stronger than demography
� The most important effect of urbanization is the decline in
the number of children. Urbanization has a stronger
impact than the pill or contraception campaigns.
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Europe
� Population will grow
� Internal migration
− from east to center/west
− from south to north
� The north will permanently subsidize the south
� Europe will simultaneously become more homogenous
and more heterogeneous
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Russia: A Special Case
GDP USA GDP Russia German exports 2012 2050
2012 Population
$15.1bn
$1.85bn(12.2% of USA,
6.4% of USA+EU) $1.47bn
143m
116m
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6 23
437
985
2 658
1900 1950 1980 2000 2012
Accelerating Globalization
Exports per capita in US-$
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Lesson 1
Globalia is and will be an enormous driver of growth.
In 2025 China, the US and the EU will be the three poles of
the global economy. All other countries, including Germany
and Italy, play in the second global league. After 2025,
Africa will play an increasingly important role – with
uncertain outcome.
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How successful
are individual countries
in global competition,
especially in exports?
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Exports 2003-2012
Source: Comtrade United Nations International Merchandise Trade Statistics; CIA World Fact
690
1 525
2 336
3 425
3 789
4 191
4 347
5 025
6 743
11 380
11 891
12 137
South Africa
Australia
Spain
Russia
Korea
UK
Italy
France
Japan
USA
Germany
China
Billion US-$Country
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Per Capita Exports 2003-2012
145 347
77 327
76 368
71 733
67 778
67 597
52 680
50 563
36 592
23 951
13 320
9 051
Germany
Korea
France
Italy
Australia
UK
Japan
Spain
USA
Russia
South Africa
China
US-$Country
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Who Exports?
Source: Frankfurter Allgemeine Zeitung, May 5, 2014, p. 18
Professor Marc Melitz, Harvard
"Only the strongest companies export."
The state doesn’t export!
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USA (132)
Japan (62)
Korea (14)Italy (8)
Spain (9)
China (89)
India (8)
Australia (8)
0
500
1 000
1 500
2 000
0 50 100 150
Germany (29)
France (31)
UK (27)
Fortune Global 500 Corporations (2012)*
Do Large Companies Explain Export Performance?
*Quelle: http://money.cnn.com/magazines/fortune/global500/index.html
Exports in US-$ billion
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What Is a Hidden Champion?
� Top 3 in the world or no. 1 on its continent
� Revenue less than €5 billion
� Not well known in general public
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Hidden Champions by Country
Number of Hidden Champions
77101111131414161919232729
496768
7576
110116
135220
366500
IsraelLuxembourg
AustraliaBrazilSpain
NorwayFinlandRussia
CanadaBelgium
DenmarkSouth Korea
PolandNetherlands
SwedenUnited Kingdom
ChinaFrance
ItalySwitzerland
AustriaFranceJapan
USAGermany 1 307
Total number worldwide:2 734
Country
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Hidden Champions per Million Inhabitants
0.1
0.2
0.5
1.1
1.2
1.2
1.7
1.7
1.8
2.1
2.7
2.8
3.4
5.4
13.8
13.9
14.0
16.0
China
Spain
South Korea
United Kingdom
USA
Italy
Netherlands
Japan
Belgium
France
Finland
Norway
Denmark
Sweden
Austria
Switzerland
Luxembourg
Germany 16.0
14.0
13.9
13.8
5.4
3.4
2.8
2.7
1.8
1.7
1.7
1.2
1.2
1.1
0.5
0.2
0.1
2.1
Number of Hidden Champions per million inhabitantsCountry
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What is required for
Hidden Championship?
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Innovativeness
CountryNumber of
European patents2003-2012
European patentsper millioninhabitants
Germany 130 032 1 590
Japan 108 418 847
France 44 363 674
USA 134 306 427
Italy 21 636 357
United Kingdom 20 893 337
Korea 9 859 197
Spain 3 649 79
Portugal 249 23
Greece 244 23
Russia 462 3
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Patent Applications in German (blue=Hidden Champion)
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1. Robert Bosch 3602
2. Daimler 20143. Siemens 1910
4. Schaeffler Technologies 18325. GM Global Technology Operations 1566
6. BSH Bosch und Siemens Hausgeräte 884
7. Volkswagen 7308. ZF Friedrichshafen 669
9. Audi 66110. Bayerische Motoren Werke 658
11. Denso 512
12. Continental Automotive 42413. General Electric 418
14. Dr. Ing. h. c. F. Porsche 40515. Ford Global Technologies 394
16. Fraunhofer-Gesellschaft 364
17. Voith Patent 33118. Continental Teves 327
19. Henkel 303
20. Hyundai Motor Company 29321. Infineon Technologies 25622. Dt. Zentrum für Luft- + Raumfahrt 233
22. Krones 233
24. Airbus Operations 19925. OSRAM Opto Semiconductors 187
26. Giesecke & Devrient 177
27. GM Global Technology Operations 17428. Carl Zeiss SMT 159
29. Johnson Controls 15830. Hilti 157
31. Mitsubishi Electric Corporation 154
32. Brose Fahrzeugteile 15033. SEW-EURO DRIVE 148
34. MAHLE International 14435. Heidelberger Druckmaschinen 140
35. Behr 140
37. Phoenix Contact 13838. Linde 130
39. Aktiebolaget 12940. Evonik Degussa 116
40. XERO X Corporation 116
42. Hella KGaA Hueck & Co. 11443. Mann + Hummel 111
44. Continental Reifen Deutschland 10744. Benteler Automobiltechnik 107
46. König & Bauer 104
46. Osram 10448. SMS SIEMAG 103
49. Von Ardenne Anlagentechnik 10150. Merck Patent 98
25
Strong Manufacturing Base
Source: Institut der deutschen Wirtschaft, IWD, Ausgabe 2, 12.01.2012
-15
-10
-5
0
5
10
15
5 10 15 20 25 30
Germany
JapanAustria
Switzerland
Italy
Belgium
Spain
Portugal
Denmark
USA
France
UK
Greece
Share of manufacturing in GDP in %
Trade balance in % of GDP
ChinaKorea
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Cost Competitiveness
Source: The Wall Street Journal, April 18, 2013, p. 32
Unit labor costs; quarterly change (%)
-10
0
10
20
30
40
2000 2002 2004 2006 2008 2010 2012
Spain
France
Germany
Eurozone: +24%
Introduction of the Euro =
fixed exchange rates
Italy
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Labor Costs in 2014
Source: www.manager-magazine.de, May 13, 2014
Labor costs per hour in €
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35.0
31.7
28.7
28.0
27.6
23.7
21.1
20.9
14.1
11.5
France
Germany
Eurozone
Italy
Ireland
European Union
United Kingdom
Spain
Greece
Portugal
28
Lesson 2
Business success in Globalia, especially in exports,
does not primarily depend on large corporations but on
mid-sized world class companies, especially the Hidden
Champions. Innovativeness, a strong manufacturing base
and cost competitiveness are the factors of their success.
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The Hidden Champions
Why are they successful?
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Extremely ambitious goals
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Continuous growth
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Growth
Revenues in million €
From Hidden Champion to Big Champion
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Fresenius
SAP
Media Saturn
Porsche Holding
0
5 000
10 000
15 000
20 000
1995 2012
33
Growth
Rational
Brainlab
Igus
0
100
200
300
400
500
1995 2012
Revenues in million €
Small Hidden Champions
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Italian Hidden Champions: Growth
416.4
779.2
1524.1
678.2
1566.1
0
500
1 000
1 500
99 00 01 02 03 04 05 06 07 08 09 10 11 12 13
Revenues in million €
Campari and Brembo
CampariBrembo
35
Leading the market
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Chemetall
Chemetall is the world market leaderin special metals like lithium and cesium.
"The goal of Chemetall is the worldwide
technology and marketing leadership."
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3B Scientific is the world market leader in anatomical teaching aids.
"We want to become and stay
no. 1 in the world."
3B Scientific
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Deep Leadership: Sick
Sick is a world market leader in sensors.
"We lead by anticipating our customers’ expec-
tations. Leadership means becoming the bench-
mark for others. We set the standards on the
world market."
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Rosen-Group is the world market leader in pipeline inspection.
"We want to create ultimate value for our custom-
ers as the world’s undisputed leading supplier. It
is our objective to be the world’s most competitive
provider. We go far beyond present market
requirements. We envision the market’s future
needs."
Rosen-Group
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Lesson 3
Success always begins with highly ambitious goals. The
Hidden Champions go for growth and market leadership.
This is the fuel that drives them forward.
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Focus and Depth
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Uhlmann is the world market leaderin packaging systems for the pharmaceutical industry.
"We always had one customer and will only have
one customer in the future: the pharmaceutical
industry. We only do one thing, but we do it right."
Uhlmann
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Flexi is the world market leader in retractable dog leashes.
"We only focus on one thing,
but we do it better than anyone else."
Flexi
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Deep Value Chain
� No outsourcing of core competencies
� "We grow our own wood." (Faber-Castell, pencils)
� "We produce our own flour." (Lorentz/Bahlsen, salt sticks)
� "We produce all parts ourselves, based on the quality standards we define." (Wanzl)
� "As many parts as possible are self-produced, all of which takes place in a small region with down-to-earth people." (Miele)
� "More than 80% of the machinery is designed internally and guarded jealously from competitors." (Chupa Chups, lollipops)
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Lesson 4
Only focus leads to world class. The Hidden Champions are
highly focused on their technologies and their markets.
Through a deep value chain they create unique products
and protect their know-how.
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Globalization
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Globalization
Global selling and marketing
Focus inproduct and know-how
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Globalization: Kärcher
World market leader in high pressure water cleaners
100 subsidiaries in 60 countries
Number of company foundations and acquisitions
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Lesson 5
The Hidden Champions combine focus in product and know-
how with global selling and marketing. Globalization is the
growth booster for them. They serve the target markets
through their own subsidiaries.
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Customers and Competition
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Market-related Strengths
36.4%
84.1%
88.7%Closeness-
to-customer
Image
Professional marketing
88.7%
84.1%
36.4%
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Closeness-to-Customer
Large corporations
Hidden Champions
Employees with regular customer contacts
25% 50%
37.5%Mean
5% 10%
Mean7.5%
Especially: Closeness to top customers!
53
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Closeness to Customer
Marketing professionalism
Closeness to customer
Large
Firms
IdealHidden
Champions
low high
low
high
54
Value
� Strategies are value-driven, not price-driven
� Price premium 10-20%
� Avoidance of price wars
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Competitive Advantages of the Hidden Champions
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Competitive performance
Importance
weaker strongerthan the strongest competitor
Product quality
Price
Economy
Closeness-to-customer
Systems solution
Advice
Service
Punctuality
Flexibility
Advertising
Distribution
Cooperation with suppliers
Made in Germany
Patents
Ease of use
56
Lesson 6
Closeness to customer is the greatest strength of the
Hidden Champions. Their strategies are value-oriented, not
price-oriented. The Hidden Champions hold strong
competitive positions.
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Employees and Leaders
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Employees
� “More work than heads”
� High qualification
� Low turnover
4H01X011 59
Vocational Training
6%
9%
German industry Hidden Champions
Percentage of apprentices (Azubis)
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Higher Qualification
9%
19%
10 years ago today
Share of university and college graduates
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Employee Turnover Rates
Source: Hernstein-Institut/US Department of Labor/INSEE (Frankreich), Wall Street Journal Europe, 4. Juni 2013, S. 15
2.7%
5.3%
7.3%
8.8%
9.0%
11.0%
19.0%
Austria
Switzerland
Daimler
Hidden Champions
Germany
USA
France
19.0%
11.0%
9.0%
8.8%
7.3%
5.3%
2.7%
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Leaders
� Identity of person and purpose
� Leadership
- authoritarian in the principles
- participative, flexible in the details
� Leaders come young into power
� More women in top positions
� Very high continuity of the leaders
- Hidden Champions: 20 years
- Large corporations: 6.1 years
4H01X011 63
Lesson 7
The Hidden Champions have "more work than heads" and
high performance cultures. Turnover and sickness rates are
extremely low. They have strong leaders whose leadership
is very clear in the principles, but flexible in the details.
Continuity is very high.
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Selle Royal is world leader in bicycle saddles.
"Selle Royal has been a world-leading bicycle saddle brand
for over 50 years. Our history is one of continuous
innovation built on research, technology, and advanced
design. Present in over 70 countries around the world
today, with product lines designed for every type of riding,
Selle Royal is the first choice for individual cyclists and
major bicycle manufacturers alike. Selle Royal is our
name. Supporting cyclists is our mission."
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Selle Royal: An Ideal-Type Italian Hidden Champion
65
The Strategy of the Hidden Champions in Three Circles
Focus
Strong leadership with ambiti-ous goals
Closeness to
customer
Co
mp
etitive
ad
van
tag
es
Glo
ba
l o
rie
nta
tio
n
High performance employees
4H01X011 66
… my personal Hidden Champions Story
4H01X011 67
Simon-Kucher & Partners
� Goal: Market leadership and growth
� Focus: Marketing, sales, pricing
� Global presence
4H01X011 68
4H01X011
World leader in price consulting
Simon-Kucher is world leader in giving advice to companies on how to price their products.
BusinessWeek
No firm has spearheaded the professionalization of pricing more than Simon-Kucher & Partners.
William Poundstone
in Priceless
In pricing you offer something nobody else does.
Professor Peter Drucker
No one knows more about pricing than Simon-Kucher.
Professor Philip Kotler
69
1 Simon-Kucher & Partners
2 Boston Consulting Group
3 McKinsey & Company
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Market leadership
Source: manager magazin August 2011/IMB, survey among German top managers
Competence ranking “Sales, Marketing, Pricing"
Simon-Kucher in German-speaking countries:
#1 in 2007, 2011 and 2014!
manager magazine/brand eins
70
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Growth
3 4 5 7 13 18 19 22 27 35 46 5671
90112
130147
165187
220248
283
354
436446466
550
625
694714
19
85
19
86
19
87
19
88
19
89
19
90
19
91
19
92
19
93
19
94
19
95
19
96
19
97
19
98
19
99
20
00
20
01
20
02
20
03
20
04
20
05
20
06
20
07
20
08
20
09
20
10
20
11
20
12
20
13
5/2
01
4
Employees
Revenue 2013: €152 million
71
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Global Presence
Germany,
Bonn
Switzerland,
Zurich
Italy,
Milan
France,
Paris
USA,
San Francisco
Germany
Munich
China,
Beijing
Turkey,
Istanbul
Germany,
Frankfurt
USA,
New York
Germany,
Cologne
USA,
Boston
England,
London
Austria
Vienna
USA,
Miami
Denmark,
Copenhagen
Netherlands,
Amsterdam
Spain,
Madrid
Japan,
Tokyo
Singa-
pore
Australia,
Sydney
Poland,
Warsaw
UAE,
Dubai
Chile,
Santiago de
Chile
Brazil,
Sao Paulo
Belgium,
Brussels
Luxem-
bourg
Canada,
Toronto
72
Hidden Champions Worldwide
Spain
1997/2010
Hungary
2010
Italy2001/2007/2011
Brazil
2003
India
2009
Egypt
2008Germany
1997/2007/2012
China1997/2000/2005/2009
USA
1996/2009
Lithuania
2009
Netherlands
1997/2009
Slovenia
2010Japan
1998/2012
Sweden
2013Vietnam
2013
Korea1997/2008/2014
Poland
1999/2009
Serbia
2007
Cezch Rep.
2010
Russia
2005
Turkey
1999
France
1998/2012
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Taiwan1996/2004/2013
73
Management Thinkers 2013
The most influential management thinkers in German-speaking countries 2013.
www.managementdenker.de, Internet Survey, n=262
7%
7%
8%
12%
18%
26%
Fredmund Malik
Jack Welch
Guenter Faltin
Michael E. Porter
Hermann Simon
Peter F. Drucker
4H01X011 74
4H01X011
Hermann Simon
Professor Simon has published over 30 books in 26 languages, including the worldwide bestsellers Power Pricing, Manage for Profit,
Not for Market Share and Hidden Champions. His most recent books are “Hidden Champions – Aufbruch nach Globalia (Hidden
Champions – The Vanguard of Globalia, so far published in Germany and Korea) and “Confessions of the Pricing Man” (forthcominng).
Simon was and is a member of the editorial boards of numerous business journals, including the International Journal of Research in
Marketing, Management Science, Recherche et Applications en Marketing, Décisions Marketing, European Management Journal as
well as several German journals. Since 1988 he has been a columnist for the business monthly Manager Magazin. As a board member
of numerous foundations and corporations, Professor Simon has gained substantial experience in corporate governance. From 1984 to
1986 he was the president of the European Marketing Academy (EMAC). Simon is co-founder of the first Special Purpose Acquisition
Company (SPAC) listed on the German Stock Exchange in Frankfurt, which acquired Exceet Group S.E. in July 2011.
A native of Germany, he studied economics and business administration at the universities of Bonn and Cologne. He received his
diploma (1973) and his doctorate (1976) from the University of Bonn. Simon has received numerous international awards and holds
honorary doctorates from IEDC Business School of Bled (Slovenia), from the University of Siegen (Germany) and from Kozminski
University Warsaw (Poland). He is a honorary professor at the University of International Business and Economics in Beijing.
Hermann Simon is chairman of Simon-Kucher & Partners Strategy & Marketing Consultants with offices in
Amsterdam, Beijing, Bonn, Boston, Brussels, Cologne, Copenhagen, Dubai, Frankfurt, Istanbul, London,
Luxembourg, Madrid, Miami, Milan, Munich, New York, Paris, San Francisco, Santiago de Chile, Sao Paulo,
Singapore, Sydney, Tokyo, Toronto, Vienna, Warsaw and Zurich. Simon is an expert in strategy, marketing
and pricing. He has an extensive global range of clients. In the German language area he was voted the
most influential management thinker after the late Peter Drucker.
Before committing himself entirely to management consulting, Simon was a professor of business
administration and marketing at the Universities of Mainz (1989-1995) and Bielefeld (1979-1989). He was
also a visiting professor at Harvard Business School, Stanford, London Business School, INSEAD, Keio
University in Tokyo and the Massachusetts Institute of Technology. From 1995 to 2009 he was CEO of
Simon-Kucher & Partners.
75