The Japan Times WORLD EYE REPORTS GERMANY'S RHINE-MAIN REGION
©THE JAPAN TIMES	Thursday, October 25, 2001

Soul brothers link efforts for the office of the future By all rights, Frankfurt-based veteran executives Lothar Harbich and Tomoyuki Hasegawa should be in a rather comfortable position. Co-managing directors of Brother International's operations Germany, they have overseen a steady rise in profits in a mature and highly competitive office equipment sector.

Not content with this success, however, they are focusing on the migration to personal computing and network based systems, and the growing demand in printing technology -- the core of Brother's technology. "We made our mark here in the German market with our typewriter," explains Hasegawa. "This developed into the word processor, the fax, the printer and now laser print technology. For our current turnover the printer business ranks number one, encompassing 41 percent of our total business." The odyssey of Brother's success in the Germany has a rather unique twist to it. It was in the 1990's when Brother

Tomoyuki Hasegawa (l) and Lothar Harbich (r) look forward to new technologies.

really fixed its position as a solid brand name in the German office equipment industry. This was achieved by -- of all products -- the simple typewriter. "In 1992, 60 percent of our turnover was generated by typewriters," relates Harbich. "After reunification, there was high demand in the former East Germany for these. Technology was not as quick to evolve there so everyone wanted normal typewriters. After this sudden boom our factories progressed to information technology processors, telecommunications and high-end office equipment. Now, less then 5 percent of our turnover comes from typewriters."

Dividing their customers into corporate and private segments, Hasegawa and Harbich have concocted a focused marketing approach to building brand appeal within each segment. "We have three philosophies that make up the core of our brand," Harbich says. "We like to call it the "magic triangle" - composed of customer, employee and shareholder satisfaction. All our efforts to push our brand exude this philosophy. Once our customers see what lies behind the brand they are drawn to it even more."

Hasegawa, a 23-year veteran Brother employee, openly acknowledges that his market plays a very decisive role in the success of the global Brother group. Any rise or dip in the performance in the German subsidiary always produces resonating effects throughout the organization. Which is why he stresses the importance of stability in growth: "Growth is always a goal we must set our sights on but without ensuring the stability of our organization it would mean nothing."

For now, the success of this dynamic German-Japanese management duo is turning out to be a great source of pride within the international Brother organization. Hasegawa and Harbich have established an organization ready for years of growth.