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==== Tough start on the German market ====
==== Tough start on the German market ====


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The early microwave appliances were scarcely affordable for private users and were used primarily in catering owing to their size and weight.<ref>Corporate Archives, A05-0008, inform 1985/4, page 16.</ref> Siemens began producing microwave ovens for the German market in 1957.<ref>Küchenherde. Strahlende Zukunft, in: DER SPIEGEL 1985/3, page 64.</ref> The first German microwave weighed two hundred pounds, however, required a water cooler and cost 7,000 deutschmarks.<ref>Küchenherde. Strahlende Zukunft, in: DER SPIEGEL 1985/3, page 64.</ref> The appliance was therefore not considered a practical option and plans were quickly shelved again. Manufacturer Neff also began integrating microwave technology in its ovens in 1957 and presented Europe's first combined microwave oven or electron oven – the microwave – to the public at the Cologne trade fair for home appliances.<ref>Corporate Archives, Hans Tischert: 80 Jahre Neff, (special edition: Stätten deutscher Arbeit), Berlin 1957, from page 15, 40 Jahre BSH – Eine Chronik, page 39.</ref> Yet the appliances still failed to make the breakthrough initially. It was only in the 1970s that the popularity of the microwave began to grow rapidly in the U.S. and Japan.<ref>Küchenherde. Strahlende Zukunft, in: DER SPIEGEL 1985/3, page 64.</ref> It was to take a little longer in Germany. The Germans remained skeptical about the microwave oven for a long time. Many feared that the appliances were not radiopaque and were therefore a health hazard.<ref>Corporate Archives, A05-0001, inform 1978/6, page 4.</ref> Manufacturers like BSH<ref>BSH was founded in 1967 as Bosch-Siemens Hausgeräte GmbH - BSHG for short. In 1998, the name was changed to BSH Bosch und Siemens Hausgeräte GmbH, with the short form BSH. Since the sale of the Siemens shares in BSH to Robert Bosch GmbH the company’s name is now BSH Hausgeräte GmbH, but still BSH for short.</ref> tried for years to dispel this misconception.<ref>Küchenherde. Strahlende Zukunft, in: DER SPIEGEL 1985/3, page 64.</ref> BSH trained consumers in its microwave studios, published specific recipes for the microwave oven, provided information for journalists at large, or opinion leaders as they were called internally, etc.<ref>Corporate Archives, uncatalogued, specialist conference "Mikrowelle 88", back page.</ref>
Die frühen Mikrowellen-Geräte sind für den Privatanwender kaum erschwinglich und werden wegen ihrer Größe und Gewichts vor allem in der Gastronomie verwendet.<ref>Konzern-Archiv, A05-0008, inform 1985/4, S. 16.</ref> Siemens produziert bereits seit 1957 Mikrowellen für den deutschen Markt.<ref>Küchenherde. Strahlende Zukunft, in: DER SPIEGEL 1985/3, S. 64.</ref> Die erste Siemens-Mikrowelle wiegt jedoch zwei Zentner, benötigt einen Wasserkühler und kostet 7.000 D-Mark.<ref>Ebd.</ref> Dem Gerät wird deshalb keine Chance eingeräumt und die Pläne verschwinden wieder in der Schublade. Der Hersteller Neff integriert auch 1957 Mikrowellentechnik in Backöfen und stellt den ersten kombinierten Mikrowellenherd Europas, den Elektronen-Herd, auf der Kölner Haushaltsmesse der Öffentlichkeit vor.<ref>Konzern-Archiv, Hans Tischert: 80 Jahre Neff, (Sonderdruck Stätten deutscher Arbeit), Berlin 1957, S. 15 f. 40 Jahre BSH – Eine Chronik, S. 39.</ref> Doch durchsetzen können sich die Geräte vorerst nicht. Erst ab den 1970er Jahren verbreitet sich die Mikrowelle in den USA und in Japan rasant.<ref>Küchenherde. Strahlende Zukunft, in: DER SPIEGEL 1985/3, S. 64.</ref> In Deutschland soll es noch länger dauern. Die Deutschen stehen dem Mikrowellenherd lange skeptisch gegenüber. Viele Menschen befürchten, die Geräte seien nicht strahlendicht und daher gefährlich für die Gesundheit.<ref>Konzern-Archiv, A05-0001, inform 1978/6, S. 4.</ref> Hersteller wie die BSHG<ref>Die BSH wird 1967 als Bosch-Siemens Hausgeräte GmbH gegründet - abgekürzt BSHG. 1998 wird der Name in BSH Bosch und Siemens Hausgeräte GmbH geändert, die neue Abkürzung lautet BSH. Seit dem Verkauf der Siemens-Anteile der BSH an die Robert Bosch GmbH heißt das Unternehmen BSH Hausgeräte GmbH und wird weiterhin mit BSH abgekürzt.</ref> versuchen jahrelang, über dieses Missverständnis aufzuklären.<ref>Küchenherde. Strahlende Zukunft, in: DER SPIEGEL 1985/3, S. 64.</ref> Die BSHG schult Verbraucher in ihren Mikrowellen-Studios, gibt auf die Mikrowelle konzentrierte Kochrezepte aus, klärt massenhaft Journalisten – „Meinungsbildner“, wie sie intern genannt werden – auf etc.<ref>Konzern-Archiv, unverzeichnet, Fachtagung „Mikrowelle 88“, Rückseite.</ref>
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==== Durchbruch mit dem Fall der Berliner Mauer ====
==== Breakthrough with the fall of the Berlin Wall ====
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It was only in the 1980s that the microwave began to blaze a trail of success in Germany.<ref>Corporate Archives, A05-0008, inform 1985/4, page 16.</ref> At the beginning of the decade, only one percent of households in the Federal Republic had a microwave.<ref>Corporate Archives, A07-0030 "Stark durch Erfindergeist und Qualität" (1990), page 20.</ref> Success came when an initial drawback of the system was resolved: A crisp crust or a golden yellow browning was not possible with a pure microwave oven on its own. When BSH offered combined appliances, business began to gain momentum. The universal cooker, the Meisterkoch, was launched on the market in 1981, a universal built-in cooker that was extremely successful thanks to the combination of microwave, grill, top/bottom heat, convection and self-cleaning with pyrolysis.<ref>Corporate Archives, A07-0030 "Stark durch Erfindergeist und Qualität" (1990), pages 13-19.</ref> 100,000 microwaves were sold in 1983 by all manufacturers nationwide in Germany, with this figure rising to 200,000 in 1984.<ref>Corporate Archives, A05-0008, inform 1985/4, page 16.</ref>
Erst in den 1980er Jahren beginnt der Siegeszug der Mikrowelle in Deutschland.<ref>Konzern-Archiv, A05-0008, inform 1985/4, S. 16.</ref> Zu Beginn des Jahrzehnts besitzen erst ein Prozent der bundesdeutschen Haushalte eine Mikrowelle.<ref>Konzern-Archiv, A07-0030 „Stark durch Erfindergeist und Qualität“ (1990), S. 20.</ref> Der Erfolg stellt sich ein, als ein anfangs systembedingter Nachteil ausgeräumt werden kann: Eine knusprige Kruste oder eine goldgelbe Bräunung ist mit einer reinen Mikrowelle nicht möglich. Als die BSHG kombinierte Geräte anbietet, nimmt das Geschäft Schwung auf: 1981 kommt der Universalherd Meisterkoch auf den Markt, ein Universaleinbauherd, der sehr erfolgreich ist dank der Kombination von Mikrowelle, Grill, Ober- und Unterhitze, Konvektion und Selbstreinigung durch Pyrolyse.<ref>Ebd., S. 13-19.</ref> 1983 werden von allen Herstellern bundesweit 100.000 Mikrowellen verkauft, 1984 schon 200.000.<ref>Konzern-Archiv, A05-0008, inform 1985/4, S. 16.</ref>
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The microwave was hugely important for the German home appliance sector in the 1980s. This was a time when demand for conventional appliances was very weak: Refrigerators, washing machines, blenders and vacuum cleaners were standard appliances in more than 90 percent of all Federal German households, but had generally been purchased only a few years previously and were still so new that there was no market as yet for replacement units.<ref>“Ja, wenn wir ein Saftladen wären”, in: Der Spiegel 34/1982, page 27. inform 1985/4, page 16.</ref> The microwave with its double-digit growth rates saved the sector throughout the lean years.
Die Mikrowelle hat in den 1980er Jahren für die deutsche Hausgeräte-Branche eine enorme Bedeutung. In einer Zeit ist die Nachfrage nach konventionellen Geräten sehr gering: Kühlschränke, Waschmaschinen, Mixgeräte und Staubsauger gehören in mehr als 90 Prozent aller bundesdeutschen Haushalte zum Standard, sie sind aber meist erst wenige Jahre zuvor angeschafft worden und noch so neu, dass es noch keinen Markt für Ersatzgeräte gibt.<ref>„Ja, wenn wir ein Saftladen wären“, in: Der Spiegel 34/1982, S. 27. inform 1985/4, S. 16.</ref> Die Mikrowelle mit ihren zweistelligen Zuwachsraten rettet die Branche über die mageren Jahre.
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Following the fall of the Berlin Wall in 1989, a new billion figure market opened up for BSH.<ref>The market volume was estimated by SE at 1.5 billion deutschmarks for white and brown goods (without Berlin-West). Corporate Archives, uncatalogued, Konzept und Aktionsplan für Siemens-Electrogeräte DDR-Geschäft ab 2. Halbjahr ’90, page 1.</ref> For the citizens of the GDR or the newly-formed German states, the microwave was a completely new product, apart from a small number of appliances that had reached the GDR as gifts from German citizens on the other side of the wall.<ref>No microwaves were sold in the GDR in 1989. Corporate Archives, uncatalogued, Markterschließung Neue Bundesländer, 2nd insert block, chart 6: DDR-Markt Weiße Ware Mengenentwicklung, October 2, 1990. Corporate Archives, A05-0013, inform 1990/July, page 3.</ref> In 1990, BSH began collaborating with the state-owned sales and customer service companies, such as VEB Haushaltgeräteservice (HGS), providing support for these companies in the form of training and delivery of customer service vehicles. "The extensive customer service network operated by HGS was also a good starting point for acceptance of our products in the GDR," stressed CEO, Dr. Herbert Wörner, in 1990.<ref>Corporate Archives, A05-0013, inform 1990/July, page 3.</ref> This paid off quickly, with Siemens alone immediately selling around 50,000 microwaves in 1990.<ref>Corporate Archives, uncatalogued, Markterschließung Neue Bundesländer, 2nd insert block, chart 6: DDR-Markt Weiße Ware Mengenentwicklung, October 2, 1990. Corporate Archives, A05-0016, inform 1993/4, page 17.</ref>
Nach dem Fall der Berliner Mauer 1989 bietet sich ein neuer Milliarden-Markt für die BSHG.<ref>Für Weiße und Braune Ware wurde das Marktvolumen von der SE auf 1,5 Mrd DM geschätzt (ohne Berlin-West). Konzern-Archiv, unverzeichnet, Konzept und Aktionsplan für Siemens-Electrogeräte DDR-Geschäft ab 2. Halbjahr ’90, S. 1.</ref> Für die Bürger der DDR bzw. der neuen Bundesländer ist die Mikrowelle ein komplett neues Produkt, abgesehen von einigen wenigen Geräten, die über den DDR-Geschenkedienst von bundesdeutschen Bürgern in die DDR gekommen sind.<ref>1989 wurden keine Mikrowellen in der DDR verkauft. Konzern-Archiv, unverzeichnet, Markterschließung Neue Bundesländer, 2. Einsatzblock, Chart 6: DDR-Markt Weiße Ware Mengenentwicklung, 2. Oktober 1990. Konzern-Archiv, A05-0013, inform 1990/Juli, S. 3.</ref> Die BSHG kooperiert 1990 mit den staatlichen Vertriebs- und Kundendienstunternehmen, etwa dem VEB Haushaltgeräteservice (HGS), und unterstützt diese durch Schulungen und Lieferung von Kundendienstfahrzeugen. „Das flächendeckende Kundendienstnetz von HGS ist auch eine sehr gute Ausgangsbasis für die Akzeptanz unserer Erzeugnisse in der DDR“, betont der Vorsitzende der Geschäftsführung, Dr. Herbert Wörner, im Jahr 1990.<ref>Konzern-Archiv, A05-0013, inform 1990/Juli, S. 3.</ref> Dies macht sich schnell bezahlt: Aus dem Stand heraus verkauft allein Siemens 1990 rund 50.000 Mikrowellen.<ref>Konzern-Archiv, unverzeichnet, Markterschließung Neue Bundesländer, 2. Einsatzblock, Chart 6: DDR-Markt Weiße Ware Mengenentwicklung, 2. Oktober 1990. Konzern-Archiv, A05-0016, inform 1993/4, S. 17.</ref>
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== Einzelnachweise ==
== Einzelnachweise ==
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Version vom 1. August 2023, 13:10 Uhr

Sprachen:
Bosch's microwave MG 52 from 1978. (Source: BSH Corporate Archives)


In the beginning there was popcorn

U.S. engineer Percy L. Spencer (1894–1970) discovered by chance while constructing radar systems that a chocolate bar in his pocket had melted.[1] His presumption was that the microwave radiation from the magnetron was an important component of the radar. He decided to use corn next to test his theory and watched as it turned to popcorn following exposure to the radar. In 1946, he constructed his first "radar oven". The "Raydarange" had water cooling, was just under 1.80 metres high and had an output of 3000 watts. In the same year, he patented the invention in the USA.[2]

Microwaves oscillate at an extremely high frequency, which causes the water molecules in the food to vibrate, thus generating heat.[3] In contrast to the conventional oven where heat is transferred to the food from the outside, the microwave heat develops in the food itself.

Tough start on the German market

The early microwave appliances were scarcely affordable for private users and were used primarily in catering owing to their size and weight.[4] Siemens began producing microwave ovens for the German market in 1957.[5] The first German microwave weighed two hundred pounds, however, required a water cooler and cost 7,000 deutschmarks.[6] The appliance was therefore not considered a practical option and plans were quickly shelved again. Manufacturer Neff also began integrating microwave technology in its ovens in 1957 and presented Europe's first combined microwave oven or electron oven – the microwave – to the public at the Cologne trade fair for home appliances.[7] Yet the appliances still failed to make the breakthrough initially. It was only in the 1970s that the popularity of the microwave began to grow rapidly in the U.S. and Japan.[8] It was to take a little longer in Germany. The Germans remained skeptical about the microwave oven for a long time. Many feared that the appliances were not radiopaque and were therefore a health hazard.[9] Manufacturers like BSH[10] tried for years to dispel this misconception.[11] BSH trained consumers in its microwave studios, published specific recipes for the microwave oven, provided information for journalists at large, or opinion leaders as they were called internally, etc.[12]

Breakthrough with the fall of the Berlin Wall

It was only in the 1980s that the microwave began to blaze a trail of success in Germany.[13] At the beginning of the decade, only one percent of households in the Federal Republic had a microwave.[14] Success came when an initial drawback of the system was resolved: A crisp crust or a golden yellow browning was not possible with a pure microwave oven on its own. When BSH offered combined appliances, business began to gain momentum. The universal cooker, the Meisterkoch, was launched on the market in 1981, a universal built-in cooker that was extremely successful thanks to the combination of microwave, grill, top/bottom heat, convection and self-cleaning with pyrolysis.[15] 100,000 microwaves were sold in 1983 by all manufacturers nationwide in Germany, with this figure rising to 200,000 in 1984.[16]

The microwave was hugely important for the German home appliance sector in the 1980s. This was a time when demand for conventional appliances was very weak: Refrigerators, washing machines, blenders and vacuum cleaners were standard appliances in more than 90 percent of all Federal German households, but had generally been purchased only a few years previously and were still so new that there was no market as yet for replacement units.[17] The microwave with its double-digit growth rates saved the sector throughout the lean years.

Following the fall of the Berlin Wall in 1989, a new billion figure market opened up for BSH.[18] For the citizens of the GDR or the newly-formed German states, the microwave was a completely new product, apart from a small number of appliances that had reached the GDR as gifts from German citizens on the other side of the wall.[19] In 1990, BSH began collaborating with the state-owned sales and customer service companies, such as VEB Haushaltgeräteservice (HGS), providing support for these companies in the form of training and delivery of customer service vehicles. "The extensive customer service network operated by HGS was also a good starting point for acceptance of our products in the GDR," stressed CEO, Dr. Herbert Wörner, in 1990.[20] This paid off quickly, with Siemens alone immediately selling around 50,000 microwaves in 1990.[21]

Einzelnachweise

  1. ↑ http://www.spiegel.de/einestages/mikrowelle-percy-spencers-zufalls-entdeckung-im-us-militaer-labor-a-1013720.html (last downloaded on 12.10.2022).
  2. ↑ https://worldwide.espacenet.com/publicationDetails/biblio?CC=US&NR=2495429&KC=&FT=E&locale=en_EP# (last downloaded on 12.10.2022).
  3. ↑ Iris Hammelmann/Karolin Küntzel: Entdecker & Erfinder, Munich 2010, page 96. inform 2001/August, page 10.
  4. ↑ Corporate Archives, A05-0008, inform 1985/4, page 16.
  5. ↑ Küchenherde. Strahlende Zukunft, in: DER SPIEGEL 1985/3, page 64.
  6. ↑ Küchenherde. Strahlende Zukunft, in: DER SPIEGEL 1985/3, page 64.
  7. ↑ Corporate Archives, Hans Tischert: 80 Jahre Neff, (special edition: Stätten deutscher Arbeit), Berlin 1957, from page 15, 40 Jahre BSH – Eine Chronik, page 39.
  8. ↑ Küchenherde. Strahlende Zukunft, in: DER SPIEGEL 1985/3, page 64.
  9. ↑ Corporate Archives, A05-0001, inform 1978/6, page 4.
  10. ↑ BSH was founded in 1967 as Bosch-Siemens Hausgeräte GmbH - BSHG for short. In 1998, the name was changed to BSH Bosch und Siemens Hausgeräte GmbH, with the short form BSH. Since the sale of the Siemens shares in BSH to Robert Bosch GmbH the company’s name is now BSH Hausgeräte GmbH, but still BSH for short.
  11. ↑ Küchenherde. Strahlende Zukunft, in: DER SPIEGEL 1985/3, page 64.
  12. ↑ Corporate Archives, uncatalogued, specialist conference "Mikrowelle 88", back page.
  13. ↑ Corporate Archives, A05-0008, inform 1985/4, page 16.
  14. ↑ Corporate Archives, A07-0030 "Stark durch Erfindergeist und Qualität" (1990), page 20.
  15. ↑ Corporate Archives, A07-0030 "Stark durch Erfindergeist und Qualität" (1990), pages 13-19.
  16. ↑ Corporate Archives, A05-0008, inform 1985/4, page 16.
  17. ↑ “Ja, wenn wir ein Saftladen wären”, in: Der Spiegel 34/1982, page 27. inform 1985/4, page 16.
  18. ↑ The market volume was estimated by SE at 1.5 billion deutschmarks for white and brown goods (without Berlin-West). Corporate Archives, uncatalogued, Konzept und Aktionsplan für Siemens-Electrogeräte DDR-Geschäft ab 2. Halbjahr ’90, page 1.
  19. ↑ No microwaves were sold in the GDR in 1989. Corporate Archives, uncatalogued, Markterschließung Neue Bundesländer, 2nd insert block, chart 6: DDR-Markt Weiße Ware Mengenentwicklung, October 2, 1990. Corporate Archives, A05-0013, inform 1990/July, page 3.
  20. ↑ Corporate Archives, A05-0013, inform 1990/July, page 3.
  21. ↑ Corporate Archives, uncatalogued, Markterschließung Neue Bundesländer, 2nd insert block, chart 6: DDR-Markt Weiße Ware Mengenentwicklung, October 2, 1990. Corporate Archives, A05-0016, inform 1993/4, page 17.
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