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Escaping the middle market trap: An interview with the CEO of Electrolux
As low-cost players from Asia increasingly clog the value end of the market and premium competitors skim from the top, the old problem of getting "stuck in the middle" is becoming acute for many companies.In this interview, Hans Stråberg, the CEO of the Swedish appliance maker Electrolux, describes how market polarization is playing out in his sector and the way Electrolux has responded.Restructuring operations has helped Electrolux become more cost competitive. A series of major marketing and product-development initiatives was necessary to help the company reach consumers at both ends of the market.Electrolux has begun to escape from the middle by rethinking its customers’ wants and needs, jump-starting innovation, refocusing the brand portfolio, and overhauling its channel strategy.
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