MiCROTEC - MiCROTEC initiates second stage of global one-brand strategy
September 19, 2023

MiCROTEC initiates second stage of global one-brand strategy

Strategic corporate functions are centralized, customer-relevant functions are further expanded locally.
MiCROTEC initiates second stage of global one-brand strategy

Since May 2022, all companies have been united under the MiCROTEC brand. The company brands will continue to be managed as product brands in the joint product portfolio. MiCROTEC thus strengthens its competencies in the area of cross-process scanning and optimization solutions for the wood processing industry - from log to final product.

For the Linköping site in Sweden, the global "One Brand-One Product Portfolio" strategy means that the next step in the company's positioning and organization is being taken.  This step involves prioritizing and focusing on the domestic market. “As part of the MiCROTEC Academy, we have already launched a training program for our employees in Sweden to extend the knowledge and expertise within the complete product portfolio and will now intensify this further," explains Stefan Nilsson, CEO of MiCROTEC Linköping. Key areas of the company, such as research and development, will be centralized at headquarters. Frank Jöst, CEO of MiCROTEC, concretizes: " Innovation has been one of the central success factors of the brand since the foundation of MiCROTEC. Therefore, we want to strengthen this important area sustainably.  Locally, we will dedicate ourselves even more intensively to customer needs. Our partner LOAB in Sweden will continue to operate together with us in the market area."