BOSCH PROMO

Bosch Promo

Bosch Promo

Introduction

The enterprise Bosch was set up under the name "workshop for precision engineering and electrical engineering" in Stuttgart in the year 1886 by the engineer Robert Bosch (Bosch, 2003). The international orientation already started early. In 1898 they founded the first branch office in England (London). One year later they opened a dependance in France (Paris). The first branch office followed in the USA in 1906. The international communication and development has continued until today (Kitchen 1999, 18-29). In 2003 75% of the manufacturing sites are outside Germany. With daughter and associated companies Bosch is present in more than 50 countries worldwide. Bosch is one of the biggest industrial enterprises in Germany today and is a global player especially in the automobile industry.

Bosch has convinced with its innovations since their foundation and has a high position in the market. In 1897 Bosch developed the first low voltage magneto ignition which firstly made the use of internal combustion engines possible. The innovation strength has remained until today; so Bosch was the first component supplier bringing innovations like ESP the anti-lock braking system anti-lock braking system, the navigation system under the names "Travelpilot" and the electronic stability system on the market.

Bosch recognized the significance of its employees for the innovation and market success early, too. In 1906 Bosch introduced the "eight hour day" when celebrating the delivery of the 100,000 sten magnet igniter. With the delivery of the 500,000 sten igniter they introduced work free Saturday afternoons.

Enterprise Bosch consists of the motor vehicle technology, industry technology and use and goods technology. Their core competence and most important unit is still the vehicle technology. This can be proved by regarding the sales volume. The share of this division was 65.4% in the year 2003. The sales development and its foreign share is still increasing day by day. Bosch doubled the sales volume within only 10 years, from approx. 16 billion to 36 billion Euros. However, the foreign share of the sales volume increased proportionally faster. From 49% in 1993 it rose up to 71% in 2003. These data underline again the strong international orientation of the company.

According to this Bosch has employees all over the world. In 2003 Bosch employed 230,000 people worldwide with a share of 54% outside of Germany.

The idea of the communication culture is interpreted differently in the literature. Berthel defines corporate culture as follows: Corporate culture is "the sum of the moral concepts, carried a business together of the employees norms and behaviour patterns this one has taken shape in the course of the time". The philosophy of Robert Bosch stamps the corporate culture since the foundation. It has always been an unbearable thought to me that someone could inspect one of my products and find it inferior. Bosh has therefore always tried to ensure that only look for work goes out that is superior into all respects. In the year 2001 this culture was strengthened by the new model "Be Better Be Bosch" and the values ...