As part of the "Product and Price Management" module with Dr. Falk Maiwald, a group of students from the 6th semester of the Business Administration course took a closer look at the regional company Arno Hentschel GmbH. Today, the company is one of the world's leading manufacturers of grating fasteners, whose business model has been strategically repositioned under the newly developed "ARNELL" brand since the takeover in 2015 by Managing Director Thomas Scholz, a graduate of our university. In order to cope with the associated pressure to innovate, the company made targeted use of the students' potential during a two-day innovation workshop.
Under the guidance of guest lecturer and independent innovation coach Dipl.-Kfm. (FH) Philipp Düring, who has been working in innovation management for many years and is also a graduate of our university, the students acquired knowledge about specific market and environmental developments in advance. Based on theoretical principles, innovative product ideas and product enhancements were developed in the workshop in a highly motivated and committed manner using the example of fastening elements for gratings.
Various fictitious companies were founded for the purpose of practical simulation, which developed a range of exciting ideas, particularly in the context of digitalization ("#HowToGrid"). In order to highlight the benefits of these ideas, each company had to "pass" an elevator pitch and a press conference and also stage and record a commercial itself.
In the workshop wrap-up, the groups were then able to deal in detail with the refinement and maturation of their ideas in a document. The best ideas were presented to representatives of Arno Hentschel GmbH and ZH2, the agency responsible for ARNELL brand development in Zittau, in a comprehensive presentation at the end of the workshop. With positive feedback from all sides, lasting impressions and, above all, new, practical marketing knowledge, the students were able to bring the project to a very successful conclusion.
Photo: Students of the 6th semester of the Business Administration course
Contact
Dr. rer. pol. Falk Maiwald
Tel. 03581 374-3618 // 03583 612-3200