Case Study: H2H Marketing—In the Heart of Siemens’ Success

Abstract

The case about Siemens AG demonstrates how sustainability and human orientation as core of corporate focus can develop best practices and technologies with purpose. This case highlights how a human-oriented approach can build strong bonds with customers and shows how co-creation enables a different customer journey. Human to Human Marketing is in the heart of Siemens to build trust with clients, business partners, and employees. This serves as a demonstration on how large companies can apply H2H marketing. It is a conscious choice and can be reversed through management changes or other circumstances.

The case study was prepared by Agnes Lei and María Elena Corzo Ramos, MBA Candidates at TUM Business School, Heilbronn, under the supervision of Professor Waldemar A. Pfoertsch, Visiting Professor at Technical University of Munich (TUM), as a basis for class discussion rather than an illustration of either effective or ineffective handling of an administrative situation. Copyright © 2023 by the authors. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of the authors.