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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> has always regarded itself not only as a German but also a European company.<ref>„Der europäische Markt erfordert Unternehmen europäischen Ausmaßes." Quote from the preamble of the joint venture contract, BSH Corporate Archives, F-BSH-001, 40 Jahre BSH – Eine Chronik, Munich 2007, page 26.</ref> It was founded in 1967 in the middle of the continent, in Germany. Consolidation and growth of BSH in Germany was followed by a phase of expansion into other European countries. | 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> has always regarded itself not only as a German but also a European company.<ref>„Der europäische Markt erfordert Unternehmen europäischen Ausmaßes." Quote from the preamble of the joint venture contract, BSH Corporate Archives, F-BSH-001, 40 Jahre BSH – Eine Chronik, Munich 2007, page 26.</ref> It was founded in 1967 in the middle of the continent, in Germany. Consolidation and growth of BSH in Germany was followed by a phase of expansion into other European countries. | ||
Most of the production locations and sales organizations today are located in Europe.<ref>https://www.bsh-group.com/de/unternehmen/bsh-weltweit (abgerufen am 29.08.2017)</ref> BSH is also the world’s leading home appliance manufacturer in Europe.<ref>BSH Corporate Archives, A01-0035, | Most of the production locations and sales organizations today are located in Europe.<ref>https://www.bsh-group.com/de/unternehmen/bsh-weltweit (abgerufen am 29.08.2017)</ref> BSH is also the world’s leading home appliance manufacturer in Europe.<ref>BSH Corporate Archives, A01-0035, Annual Report 2015, p. 2.</ref> | ||
==== Germany ==== | ==== Germany ==== | ||
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==== Slovenia – Small appliances since 1972 ==== | ==== Slovenia – Small appliances since 1972 ==== | ||
Gorenje began manufacturing mixers and other small appliances for BSH in 1972 under the BSH brands in the Slovenian town of Nazarje.<ref>BSH Corporate Archives, F-BSH-001, 40 Jahre BSH – Eine Chronik, München 2007, p. 56; A01-0011, | Gorenje began manufacturing mixers and other small appliances for BSH in 1972 under the BSH brands in the Slovenian town of Nazarje.<ref>BSH Corporate Archives, F-BSH-001, 40 Jahre BSH – Eine Chronik, München 2007, p. 56; A01-0011, Annual Report 1993, p. 3; inform, A05-0017, 1994/3, p. 1-3.</ref> | ||
During the Cold War and the accompanying East-West confrontation, the multicultural state of Yugoslavia, to which Slovenia belonged, occupied a special status. Yugoslavia was one of the founding members of the organization of non-aligned states and, despite the communist state doctrine, did not count itself part of the Soviet Union-led bloc. This unique position allowed it to also work comparatively closely with companies from the West. BSH benefited from this in its cooperation with Gorenje. | During the Cold War and the accompanying East-West confrontation, the multicultural state of Yugoslavia, to which Slovenia belonged, occupied a special status. Yugoslavia was one of the founding members of the organization of non-aligned states and, despite the communist state doctrine, did not count itself part of the Soviet Union-led bloc. This unique position allowed it to also work comparatively closely with companies from the West. BSH benefited from this in its cooperation with Gorenje. | ||
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==== New markets in Eastern Europe since 1989 ==== | ==== New markets in Eastern Europe since 1989 ==== | ||
After the fall of the Iron Curtain in 1989, BSH turned its attention to Russia and the entire Eastern European region. Since then the region has been a focal point for expansion for the company. BSH has its own sales companies in most Eastern European countries – including the Czech Republic, Serbia, Romania and Ukraine – where it benefits from the high degree of familiarity and good image of its Bosch and Siemens brands.<ref>BSH Corporate Archives, A01-0013, | After the fall of the Iron Curtain in 1989, BSH turned its attention to Russia and the entire Eastern European region. Since then the region has been a focal point for expansion for the company. BSH has its own sales companies in most Eastern European countries – including the Czech Republic, Serbia, Romania and Ukraine – where it benefits from the high degree of familiarity and good image of its Bosch and Siemens brands.<ref>BSH Corporate Archives, A01-0013, Annual Report 1995, p. 5.</ref> | ||
==== BSH in Poland ==== | ==== BSH in Poland ==== | ||
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==== BSH in Russia – from importer to manufacturer ==== | ==== BSH in Russia – from importer to manufacturer ==== | ||
BSH has enjoyed a presence in Russia since 1994.<ref>BSH Corporate Archives, A05-0037, inform 2014/2, p. 11.</ref> The Bosch and Siemens brands are also very well known there and sell well. By 1995, BSH was already the largest Western European importer in Russia.<ref>BSH Corporate Archives, A01-0013, | BSH has enjoyed a presence in Russia since 1994.<ref>BSH Corporate Archives, A05-0037, inform 2014/2, p. 11.</ref> The Bosch and Siemens brands are also very well known there and sell well. By 1995, BSH was already the largest Western European importer in Russia.<ref>BSH Corporate Archives, A01-0013, Annual Report 1995, p. 5.</ref> In 1997, the company then started looking into options for further involvement in Russia, including production partnerships.<ref>BSH Corporate Archives, A05-0020, inform 1997/2, p. 29; A01-0015, Annual Report 1997, p. 6.</ref> It ultimately opted to develop its own production facilities. In 1998, BSH opened an assembly plant for gas cookers in Chernogolovka, 60 kilometers east of Moscow, making it the first home appliance manufacturer from the West to have a plant in Russia.<ref>BSH Corporate Archives, A01-0016, Annual Report 1998, p. 10.</ref> BSH defied the economic crisis of 1998/1999. with the Gaggenau and Neff brands being launched on the Russian market between 1998 and 2005.<ref>BSH Corporate Archives, A05-0037, inform 2014/2, p. 11.</ref> | ||
===== New production facilities ===== | ===== New production facilities ===== | ||
Construction of a new refrigeration plant and a logistics center in St. Petersburg began in 2007. The center not only sells locally produced appliances, but also BSH imports. The majority of the cooling appliances produced in St. Petersburg are destined for the Russian and Ukrainian market.<ref>BSH Corporate Archives, A05-0028, inform 2005/4, p. 8; A01-0025, | Construction of a new refrigeration plant and a logistics center in St. Petersburg began in 2007. The center not only sells locally produced appliances, but also BSH imports. The majority of the cooling appliances produced in St. Petersburg are destined for the Russian and Ukrainian market.<ref>BSH Corporate Archives, A05-0028, inform 2005/4, p. 8; A01-0025, Annual Report 2007, p. 7; F-BSH-001, 40 Jahre BSH – Eine Chronik, p. 122.</ref> After just three years, BSH is the market leader with Bosch in the segment of free-standing static fridge-freezer combinations. An assembly plant for washing machines was opened additionally in 2012 in St. Petersburg.<ref>BSH Corporate Archives, A01-0030, Annual Report 2012, p. 46.</ref> In 2008, BSH was able to proudly proclaim that it had a base of 3.5 million customers in Russia.<ref>BSH Corporate Archives, A05-0037, inform 2014/2, p. 11.</ref> | ||
===== Onward and upward in Russia despite the crisis ===== | ===== Onward and upward in Russia despite the crisis ===== | ||
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The home appliance market in Slovakia is served from BSH's Czech sales company in Prague.<ref>BSH Corporate Archives, A05-0020, inform 1997/4, p. 19; A05-0025, inform 2002/3, p. 4.</ref> | The home appliance market in Slovakia is served from BSH's Czech sales company in Prague.<ref>BSH Corporate Archives, A05-0020, inform 1997/4, p. 19; A05-0025, inform 2002/3, p. 4.</ref> | ||
The incorporation of the Regensburg-based Electronics, Drives and Systems (EDS) department of Siemens AG in BSH in 1998 also meant integrating the associated EDS production location for drives (engines) and electronic controllers in the Slovakian town of Michalovce.[35] At the time of the BSH takeover, there were around 930 people working at the location.<ref>BSH Corporate Archives, A01-0018, Geschäftsbericht 2000, p. 25.</ref> Since 1999, EDS has specialized completing in developing and manufacturing electronic systems for home appliances.<ref>BSH Corporate Archives, A05-0022, inform, 1999/3, p. 20 f. Heute heißt die Abteilung EDS Produktbereich Electronic Systems, Drives (PED). | The incorporation of the Regensburg-based Electronics, Drives and Systems (EDS) department of Siemens AG in BSH in 1998 also meant integrating the associated EDS production location for drives (engines) and electronic controllers in the Slovakian town of Michalovce.[35] At the time of the BSH takeover, there were around 930 people working at the location.<ref>BSH Corporate Archives, A01-0018, Geschäftsbericht 2000, p. 25.</ref> Since 1999, EDS has specialized completing in developing and manufacturing electronic systems for home appliances.<ref>BSH Corporate Archives, A05-0022, inform, 1999/3, p. 20 f. Heute heißt die Abteilung EDS Produktbereich Electronic Systems, Drives (PED). Corporate Archives, A05-0036, inform 2013/5, p. 3.</ref> In 2009, EDS was raised to the status of a product division and renamed PED - Product Division Electronic Systems, Drives. | ||
==== Sales companies in European countries ==== | ==== Sales companies in European countries ==== | ||