Fredy A. Lienhard
Chairman and CEO
LISTA Group
8586 Erlen
Personal experiences
I found that
The market is very competitive - price is always an important issue. Investment has to be justified, that is we had to prove the value of the investment.
The customers were very sophisticated - they wanted to be treated first class on delivery and service. Very important: the buying process has to be easy for the customer. For example we developed an "easy to order" catalog.
We learned that for our company the only chance to succeed was in selling top quality and complete systems. Our firm was not competitive in the low end of the industry. Therefore it was most important to stay ahead with our product quality and innovation. To sell solutions was key.
Close personal contact is essential. Do not delegate, take active role, be there!
The American way is the only way to succeed in America. But make sure, that your top executive has the respect for the European (Swiss) culture. The same goes vice-versa.
Business and even every-day life is more market driven...Free enterprise spirit
Money is important - not only in financial terms - it is rather a means to measure quality and performance in a general sense
Speed is higher than in Europe - time is money
America is more open for change
Good human touch - sense of humor is everywhere
Americans are friendly, open, more mobile and more flexible
Hire and fire is a myth and just not true
Americans deal with risk in a more positive way - it is not a crime to lose because of the risk factor
Be as American as you can be. Don't try to change it to the Swiss way!
Americans are proud to be Americans - they like their country
