Products from Germany’s factories enjoy an excellent reputation. In 2017, the “Made in Germany” label was ranked first in a study by statistics portal and market research firm Dalia Research. A recent study by entrepreneurship platform Meisterkreis, transformation research agency Sturm und Drang and agency group Serviceplan Group found that 25 percent of consumers in Europe, China and the United States favor German brands. Or rather, they still do. There is a trend toward domestic products, notably driven by U.S. President Donald Trump and his “America First” policy. And, as the study also reveals, German products have a worsening image here in their home country. Some 42 percent of German participants indicated that their reputation has declined. So how is the German art of engineering doing? Which technologies and methods might help to secure a competitive edge internationally? And how can the research sector support industry?
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