The German machinery and equipment manufactures have more than 893.000 employees, revenues of 130 billions Euro and a world market share of 18.1% (2001). It is not only the industry branch with the highest number of employees, but also one of the strongest and most productive industry branches in Germany (VDMA 2002). The products are innovation carriers for almost all producing companies. The importance of this branch and the resulting responsibility gives machinery and equipment manufacturers a key role in the international economy.
A manufacturer of machinery and equipment is traditionally located in an area of conflict between market, investors and society: Their worldwide market is strongly saturated. High innovation- and cost pressure weighs on companies in this market.
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Moreover, investors demand growth and sustainable profitability. The customers of machinery and equipment manufacturers, who are also in global competition, claim steady efficiency improvement and ask for more and more responsibility taken over by their suppliers. Society, the third pole in the area of conflict, demands environmental awareness and the creation of a variety of jobs. By concentrating on physical products many machinery and equipment manufacturers are not able to keep and to expand the market position.
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