"The competitive landscape for European machinery manufacturers - makers of traditional machinery (such as engines and turbines) as well as optical products and electronics - is changing rapidly. Chinese challengers are increasing their presence in developed markets and growing their businesses throughout the value chain. Once dismissed as low-end upstarts, Chinese machinery makers have built up their capabilities and now compete head-to-head with multinational companies on their home turf as well as in emerging markets.
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To avoid being overrun by aggressive challengers from China, European machinery manufacturers need to understand the new competitive landscape and develop an effective response to the emerging threats.
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Chinese challengers will continue to use these strengths to build momentum. In this new competitive landscape, European companies can expect to see their traditional advantages diminish in areas such as advanced technology, brand strength, quality and reliability, and familiarity with customers. [Moi ici: Este último trecho é que não passa no teste... as empresas que não continuam a investir na tecnologia e a complementar isso com o aumento do peso da interacção, da familiaridade com os clientes... não irão longe. O futuro tem de passar pela co-criação, se não passa pela co-criação, a experiência é menorizada, se é menorizada, a commoditização está instalada e a China ganha]"
Trechos retirados de "Gauging the Chinese Threat to European Machinery Makers"
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