Category: general

GE hat Probleme mit Lizenzprodukt

GE (General Electric) ist, wie Siemens in Deutschland, ein großes Konglomerat. Wie Siemens auch, hat GE als Industriegütergigant so seine Probleme mit Konsumerprodukten. Einen Teil seiner FMCG Aktivitäten verkaufte GE an Black & Decker, aber GE vergibt auch Markenlizenzen, zum Beispiel für Kaffeemaschinen.

Diesen Monat nun initiierte der weltgrößte Einzelhändler Walmart eine Rückrufaktion für 900.000 dieser unter Lizenz gefertigten Kaffeemaschinen von GE. Anlass waren etwa 100 Fälle, in denen die Kaffeemaschinen überhitzten, schmolzen oder brannten.

Dies ist kein Argument gegen Lizenzen. Rückrufe gibt es auch bei inhouse Produkten, siehe Toyota.
Was dieser Vorfall verdeutlicht, ist die Bedeutung von fortlaufender Qualitätskontrolle. Dieser Verantwortung darf man sich nicht entziehen, als Produzent und erst Recht nicht als Lizenzgeber.

GE has quality problems with licensed product

Like other huge conglomerates focused upon industrial goods, i. e. Siemens, GE has been struggling with its consumer goods businesses. One answer was to sell the small appliance division to Black & Decker in 1984.

But GE continues to outsource and license their brand to a number of other companies as well. 

Now Walmart, the worlds lagest retailer, issued a recall on 900,00 GE coffee markers, maufactured under one of those brand licenses. Some 100 coffee machines had overheated, smoked, melted or caught fire.

This is no argument against licensing. Recalls happen, see Toyota.

The incident stresses the importance of quality control. And no manufacturer, much less licensor, can neglect this responsibility.

Mercedes copies Porsche strategy

For decades there were two Porsche businesses: the car manufacturer Porsche and the design studio, Porsche Design. The later was known for design work and licenses. Big successes were watches, sunglasses and writing instruments. Less successful were leather goods, luggage and a coffee maker in co-branding with Siemens.
A few years ago the two companies were combined under one umbrella and a retail and licensing unit was added.
Maybe you have seen a Porsche Design store in Hamburg or NYC.

Now Mercedes-Benz is looking to copy that system and is launching “Mercedes-Benz Style”. The design division of the car company wants to sell design and license brand with design.

According to Brandchannel.com:

“In addition to car design, Mercedes-Benz Style is currently working on styling the interior of a helicopter and the exterior of a luxury yacht, completing the trifecta. But Wagener says any product is fair game, even beyond transportation – furniture, lifestyle products, industrial design, and anything else – as long as both the product and the manufacturer match our exclusive design and brand standards.”

For more on car brand licensing go here.