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Sennheiser Adjusts To Improve Go-to-Market Strategies

New Innovation Campus symbolizes more than physical change

December 2, 2013 By Jeff O’Heir
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Sennheiser in July broke ground on a $27 million Innovation Campus at its Wedemark, Germany, headquarters.  While the 23,000-square-foot facility, scheduled for completion by the end of next year, will physically change the footprint of the audio company’s historic, village-like headquarters, it will also introduce new management and operational changes for the 70-year old manufacturer of headphones and professional audio gear.

Sennheiser co-CEOs, Andreas and Daniel Sennheiser, who were named to the role last October, recently sat down with Dealerscope Editor-in-Chief Jeff O’Heir to discuss the changes, as well as the new Momentum line of headphones and enhancements to the company’s U.S. dealer programs and relationships. This is the first part of the interview. Stay tune to for more.
Dealerscope: Explain how the new Innovation Campus reflects the overall management and operational changes that Sennheiser is undergoing.
Andreas: In essence, it’s a change in how we work toward results. It’s a physical representation of how we’re changing to a more project-oriented company. Currently, we’re very well organized in our hierarchal structure and everyone knows whose resources belong to whom. We want to turn that around 90 degrees and say whatever results that are produced should be about a multifunctional project, which would then deliver results in a certain timeframe. Whoever is needed to participate and add value to it needs to be in the project regardless of whose boss they’re reporting to. The Innovation Campus will be the home for these project teams. They can move in for a timeframe that can be as little as a week or two or as much as a year or two.
Dealerscope: So it’s about putting together more focused teams that include representatives from many sides of the company that will work on the full lifecycle of a particular product?
Daniel: What makes a product company successful is extreme progress. They focus very strong on a customer or technology need. We’re trying to get that spirit and that focus again in smaller groups. Sennheiser is still a small company, but we have grown into a size where sometimes the structure inhibits innovation, it inhibits the focus on customer need.  That’s really what we’re trying to bring back with this Innovation Campus.



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