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At the turn of the new millennium, BSHG, now called BSH, embarked on a course of modernization. The corporate mission was revised, while business conduct guidelines and diversity management were introduced. Despite tension in the world economy, BSH was able to expand internationally and develop new forward-looking markets. Attention focused especially on growing business abroad in Eastern Europe and North America. BSH also began stepping up its involvement in the Arab world in 2010, thus developing a strong international network over the years that guaranteed financial security and economic success.