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

In: Hidden Champions Case Compendium

Author

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  • Jan-Philipp Büchler

    (Dortmund University of Applied Sciences and Arts)

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.

Suggested Citation

  • Jan-Philipp Büchler, 2024. "Customer-Centric Innovation Marketing for IntelliSens by Huf Hülsbeck & Fürst," Springer Books, in: Jan-Philipp Büchler & Christina Hoon (ed.), Hidden Champions Case Compendium, pages 21-35, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-44300-9_2
    DOI: 10.1007/978-3-658-44300-9_2
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