Customer-Centric Innovation Marketing for IntelliSens by Huf Hülsbeck & Fürst

Jan-Philipp Büchler ()
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Jan-Philipp Büchler: Dortmund University of Applied Sciences and Arts

A chapter in Hidden Champions Case Compendium, 2024, pp 21-35 from Springer

Abstract: Abstract The HUF case study deals with the development of new market segments and the associated marketing of product and brand innovations. The company Huf Hülsbeck & Fürst GmbH & Co. KG successfully develops a universal sensor for tire pressure monitoring and thus addresses a new market segment for the company—the independent automotive aftermarket. Combined with favorable regulatory conditions, this offers an attractive market development in tire pressure monitoring systems. With the help of a concentrated marketing strategy, Huf Hülsbeck & Fürst GmbH & Co. KG is placing the new sensor on the independent aftermarket and expects the diversification strategy to create new growth opportunities for the company.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-44300-9_2

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DOI: 10.1007/978-3-658-44300-9_2

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