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| Germany: The EU's Number One Economic Powerhouse |
Only about 1.1% of the world population is German. However, 48% of
the mid-sized world market leaders come from Germany.
These firms, which
I call “Hidden Champions,” are part of what makes German economic
growth more inclusive: by my calculations, they have created 1.5 million
new jobs; have grown by 10% per year on average; and register five
times as many patents per employee as large corporations. And they are
But the reasons they are a predominantly German phenomenon are many.
This includes the German history of many small independent states (until
1918 Germany consisted of 23 monarchies and three republics), which
forced entrepreneurs to internationalize early on in a company’s
development if they wanted to keep growing. In addition, there are
traditional regional crafts, such as the clock-making industry in the
Black Forest with its highly developed fine mechanical competencies,
which developed into 450 medical technology companies, most of them
makers of surgical instruments.: my estimate is that in the last 25 years no more than 10% of
them disappeared or were taken over, a distinctly lower percentage than
for large corporations. Nearly all of them survived the great recession
of 2008-2009.
Moreover, Hidden Champions have also contributed to the sustainment
of the German manufacturing base, and it is in large part thanks to them
that
nearly a quarter
of the German gross domestic product continues to come from
manufacturing. The percentage in most other highly industrialized
countries such as the
U.S., the
UK, or
France
is only about half of this. The effect on employment is enormous.
Manufacturing creates jobs at home and at the time same allows
companies, through exports, to participate in the growth of emerging
countries.
Given this success, it’s not surprising that many non-German
policymakers and economists have looked to the Hidden Champions, or more
broadly, the Mittelstand, to try and chart a path to more inclusive
growth in their own countries. But how replicable is their success?
While other countries could try to emulate aspects of what makes the
Hidden Champions so successful, the reasons for their success are the
result of a complex network of factors, many of them historical.
A Hidden Champion is defined by three criteria: 1) a company has to
be among the top three in the world in its industry, and first on its
continent; 2) its revenue must be below €5 billion; and 3) it should be
little known to the general public. Germany seems exceptionally good at
creating these companies; I have identified 2,734 Hidden Champions
worldwide and no less than 1,307 of them are based in Germany. You might
argue that my research is deeper in Germany than in other countries,
and most likely I wouldn’t be able to prove you wrong. But researchers
in other countries have also examined this phenomenon and found far
fewer Hidden Champions in their countries. A colleague who looked for
Hidden Champions in Japan for years identified only 220 companies, a
researcher in France has come up with only 100. With the exception of
Switzerland and Austria, the per capita number of Hidden Champions is
nowhere near as high as it is in Germany.
Of course, success of
individual Hidden Champions is based on
their leadership and strategy. The most important difference is the
continuity of the leadership. The leaders of the Hidden Champions stay
at the helm for an average of 20 years; according to Strategy&,
which collects data on the world’s largest 2,500 companies, in
large firms the average CEO tenure from 2012 – 2016 was only seven
years, and the median was even shorter, at five and a half years. The
leaders of Hidden Champions are also more likely to come into power at a
young age and are more often women than in larger companies.
But the reasons they are a predominantly German phenomenon are many.
This includes the German history of many small independent states (until
1918 Germany consisted of 23 monarchies and three republics), which
forced entrepreneurs to internationalize early on in a company’s
development if they wanted to keep growing. In addition, there are
traditional regional crafts, such as the clock-making industry in the
Black Forest with its highly developed fine mechanical competencies,
which developed into 450 medical technology companies, most of them
makers of surgical instruments.
Scientific competencies also play an important role. The cluster of
39 measurement technology companies in the area of the old university of
town of Göttingen are the result of the leading role Göttingen
university’s mathematics faculty had for centuries. The Fraunhofer
Institute continues to function as a transmission belt between science
and practical applications. The Munich-based Hidden Champion Arri, world
market leader in professional film cameras, used the expertise of
Fraunhofer to navigate the transition from analog to digital technology,
and was thus able to defend its leading market position.
A further pillar of the Hidden Champions’ competitive strength is the
unique German dual system of apprenticeship, which combines practical
and theoretical training in non-academic trades. The Hidden Champions
invest 50% more in vocational training than the average German company.
Tax advantages are another reason. The high taxes on assets in France
and the inheritance tax in the U.S. prevent the accumulation of capital
necessary for the formation of a strong mid-sized sector.
Finally, the international openness of a society is an essential
factor in the globalized world of the future.
Germany is far ahead of
other large countries with regard to mental internationalization. This
includes
language competencies, international experience from
student exchanges, and
university studies. Countries such as France, Italy, Japan, and Korea lag far behind in these respects.
Why is this mental internationalization so important? Because while
Hidden Champions may be small, they compete on a global scale.
They
achieve world-class quality by keeping their focus narrow; focus is the
most important element of a Hidden Champion’s strategy. Flexi, for
example, makes only one product — retractable dog leashes — but has the
claim to make them better than anyone else. This has allowed them to
reach 70% of market share in this category. But focus makes a market
small. How can you make it bigger? By globalizing. Today, the Hidden
Champions are present in their target markets with 30 subsidiaries on
average. Despite their medium or small size, they are true global
players. About one quarter of German exports comes from the Hidden
Champions.
Read more: Why Germany Still Has So Many Middle-Class Manufacturing Jobs