Stora Enso learning from Philips
September 3rd, 2009
In the global paper industry, companies fight to lift their products above the “commodity” label. Now, Philips Design has been hired to strengthen the differentiation of Stora Enso. Competitors beware.
It’s hard to argue with the power of Philips’ differentiation in a field of similar competitors. As mentioned in a previous post, the involvement of people in the process made the difference. Now, Philips Design is helping Stora Enso through a brand-driven transformation and it sounds like they are using the same thoughtful and engaging approach.
Jouko Karvinen, CEO of Stora Enso, was head of American Philips Medical Systems during 2002-2006, the years in which Philips developed and implemented their positioning strategy. He is already defining Stora Enso’s business more broadly than most, viewing materials like plastic and metal as the real competitive landscape. The collaboration with Philips Design, and the investments that follow, have the potential to change the game in the forest products industry.
Read the announcement by Philips Design
Written by Michael Sherain, September 3rd, 2009 in category Brands, Philips, Positioning Strategy, Uncategorized
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