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Greiner Holding looking to grow profitably

October 31, 2017

Looking for continued growth in Asia and America

The Upper Austrian plastics processor Greiner is looking to continue its growth with technology acquisition and expansion to Asia and America.

The main factors for profitability are globalization, innovation and diversification, the company’s CEO Axel Kühner stated at an event organized by the management consulting company Horváth & Partners in Vienna in mid-October. Sustainability at all stages of activity is a must. Since the company is operating in the plastics and foam industry, it has a special responsibility.

Kühner highlighted the importance of clear investment criteria and long-term planning. Currently the group is investing in markets like Russia and Turkey, even though they are clearly facing a higher risk in those markets. As a result, the margins are higher and the acquisitions less expensive. “We enter markets with lower competition which has a very good impact on our profitability,” Kühner said. Sustainability also affects profitability in the long-term, added the Greiner principal, who generally rates compliance risks higher than risks caused from possible insurance or damage claims.

One feature of differentiation is always being up-to date and including a good eco-balance and good value in their products.

One of the biggest challenges concerning Greiner Holding’s expansion strategy is the lack of qualified international personnel and the cultural diversity in foreign markets. The unavailability of specialized staff in foreign markets is “actually one of the most restricting factors of all,” Kühner said. In fact, investment programs being planned in foreign markets have had to be postponed due to a lack of qualified managers and professionals or their reluctance to move abroad.