CULTURE: CHAPTER 14
ROLE OF EMERGING ECONOMIES
WHAT IS CULTURE?
Why is culture important?
Should you adopt to culture or simply bring your own?
Does culture still exist in our one global internet world?
Do we have something that we call sub-cultures?
In order to sell something in the diamond area in Antwerp, to what culture should we adopt? The
Jewish culture or the Belgian culture or the Flemish culture?
Questions to think about
When you think about culture you should not think that culture is something that is part of a
territory or a country. Is there one culture in Belgium? No there are multiple cultures in one country:
• The Jewish people in Antwerp have their own culture.
• Italiano’s in New York
• Chinatown in New York
• ….
There are two things that you can do with culture
1. You can observe what cultures you are confronted with. Cultures and sub-cultures,..
2. Decide wether or not to adapt to that culture? What to do with that culture? Go and follow that cul-
ture and subdue =” adapted products” or just don’t consider that culture as a potential buyer of your
product. For example IPhone and Starbucks: one product for the whole world. They don’t adopt to the
different cultures in the world = “one fits all product”
If you want to know a culture:
1. Search on Google
2. Just speak to the people: let them guide you
Key question of this lecture: Should we adapt yes or no?
Where does the trend tend to go to? Towards more “one fits all products” or “adapted products”.
Yann has a double view: the trend now is both “one fits it all products” and “adapted products”.
We don’t have to adapt to a certain community but to the individual now!!!
,Dia 1
Company & Brand
Introduction
CEO: Jan Helskens
,Dia 2
WE ARE the Healthy Cookware Selection
FOODIE Range
CAMBRIDGE
Bronze
Frypan
BARCELONA
Black Saucepan
BARCELONA 3-ply
casserole
FOCUS CAMBRIDGE Quartz MINNEAPOLIS
Turquoise Wok Grey Aluminum Bronze Casserole
The Cookware company makes cookware.
Brand that they have in Belgium: Greenpan
Dia 3
WE ARE the Premium Cookware, Cast Iron item,
Pressure Cooker at all levels
BK Stock Pot
BK Cuisson Cast Iron
VKB Cast Iron Casserole (L)
BK Pressure Cooker
GERO Expert Frypan
BK Royal Dutch Oven
BK Wokarang
VKB Cast Iron Casserole (M)
BK Q-Linair Laster GERO Comfort Casserole
GERO Comfort Frypan
,Dia 4
WE ARE the Extraordinary Ceramic Dinnerware/
Servingware
VKB Salad Bowl 26 cm VKB TAPA’s & APERO 3pcs Set
VKB Dinner Plate 28 cm +
Breakfast/ Dessert Plate 23 cm
VKB Bowl 16 cm
VKB Kids Special:
Illustrated Mugs to be coloured VKB Bowl 16 cm
3pcs set: Bowl, Mug and Pencils
Dia 5
WE ARE the Tools and Gargets, Cooking Knives,
Food Preparation…
BK Mrs Gripper Tong
BK Cooking Knife Set
BK Universal Lid
BK Mr. Gripper
GERO SLIM Cooking
Knife Set
BK Chinese Wokarang
BK Trivet BK Silicone Turner
Strainer
,Dia 6
WE ARE the ART OF DINNING
WE ARE ALSO the Indispensible Dinning Solution
VKB Premium Silver
Cutlery 3pcs Set
VKB Premium Silver
Cutlery Box Set
BK Stainless Steel
Cutlery Set
Keltum Children
Cutlery Set
Keltum 24pcs GERO Stainless Steel
Cutlery Set Cutlery Set
Dia 7
OUR GLOBAL PRESENCE
• Distribution in 100+ countries
• Offices: Belgium – Hong Kong – Japan – UK –
Shanghai China – USA – Holland – France
• Factories: Jiangmen, China & Busan, Korea
The company has 2 factories: one in South Korea and another one in China
,Dia 8
OUR SETUP
Manufacturer Brands
Global Local
The company produces its own products.
Dia 9
Our Production
Facilities
,Dia 10
Production facilities
Dia 11
PRIVATELY OWNED FACTORY
Maximum Flexibility
Audited as one of the best factories in
China based on social and environmental
standards
Tailor made solutions
✓ Engineering
✓ Development
✓ Production
Production capability for all substrates:
✓ Aluminium
✓ Hard Anodised
✓ Stainless Steel
✓ Clad
✓ Copper
Certifications Certifications for cookware:
ISO 14001 EN – CMA – JIS
Environmental facilities are very important for them.
,Dia 12
KEY DATA
• Started 2005
• 3.8 million sq ft total area
• 1.7 million sq ft production
• 1600 workers
• Annual capacity 20 million pcs
Dia 13
Quality
• ISO 9001 and 14001
certified by TÜV
• EN – CMA - JIS
• In-house test lab
• 100 QC/QA people
• In-line and destructive tests
,Dia 14
Key data
• Located in Busan – South-Korea
• Manufacturer of ceramic coatings
• 30 workers
• Avg capacity 1200 ton/year
• 22 coating patents
Thermolon: a company that they have in Korea.
Dia 15
, Dia 16
• GreenPan™ was introduced in 2007 in USA
• Distribution in 100+ countries
• First cookware brand to offer ceramic NS
• Thermolon™ technology
- 100% PTFE and PFOA free
- 60% less CO2
- High heat resistant
- High abrasion resistant
Most coatings from cooking pans contain very bad chemicals. Those cooking pans are very
bad. So the company developed environmental , non-poisoning coating for cooking pans.
They called it “Greenpan”. It was launched on tv in the USA and was a big success.
Their first focus was the USA.
Dia 17
INDUSTRY RECOGNITION
Source: HomeWorld (consumer forecast 2013)
Greenpan was on the list of 25 most iconic products invented in the world.
They changed the market.
ROLE OF EMERGING ECONOMIES
WHAT IS CULTURE?
Why is culture important?
Should you adopt to culture or simply bring your own?
Does culture still exist in our one global internet world?
Do we have something that we call sub-cultures?
In order to sell something in the diamond area in Antwerp, to what culture should we adopt? The
Jewish culture or the Belgian culture or the Flemish culture?
Questions to think about
When you think about culture you should not think that culture is something that is part of a
territory or a country. Is there one culture in Belgium? No there are multiple cultures in one country:
• The Jewish people in Antwerp have their own culture.
• Italiano’s in New York
• Chinatown in New York
• ….
There are two things that you can do with culture
1. You can observe what cultures you are confronted with. Cultures and sub-cultures,..
2. Decide wether or not to adapt to that culture? What to do with that culture? Go and follow that cul-
ture and subdue =” adapted products” or just don’t consider that culture as a potential buyer of your
product. For example IPhone and Starbucks: one product for the whole world. They don’t adopt to the
different cultures in the world = “one fits all product”
If you want to know a culture:
1. Search on Google
2. Just speak to the people: let them guide you
Key question of this lecture: Should we adapt yes or no?
Where does the trend tend to go to? Towards more “one fits all products” or “adapted products”.
Yann has a double view: the trend now is both “one fits it all products” and “adapted products”.
We don’t have to adapt to a certain community but to the individual now!!!
,Dia 1
Company & Brand
Introduction
CEO: Jan Helskens
,Dia 2
WE ARE the Healthy Cookware Selection
FOODIE Range
CAMBRIDGE
Bronze
Frypan
BARCELONA
Black Saucepan
BARCELONA 3-ply
casserole
FOCUS CAMBRIDGE Quartz MINNEAPOLIS
Turquoise Wok Grey Aluminum Bronze Casserole
The Cookware company makes cookware.
Brand that they have in Belgium: Greenpan
Dia 3
WE ARE the Premium Cookware, Cast Iron item,
Pressure Cooker at all levels
BK Stock Pot
BK Cuisson Cast Iron
VKB Cast Iron Casserole (L)
BK Pressure Cooker
GERO Expert Frypan
BK Royal Dutch Oven
BK Wokarang
VKB Cast Iron Casserole (M)
BK Q-Linair Laster GERO Comfort Casserole
GERO Comfort Frypan
,Dia 4
WE ARE the Extraordinary Ceramic Dinnerware/
Servingware
VKB Salad Bowl 26 cm VKB TAPA’s & APERO 3pcs Set
VKB Dinner Plate 28 cm +
Breakfast/ Dessert Plate 23 cm
VKB Bowl 16 cm
VKB Kids Special:
Illustrated Mugs to be coloured VKB Bowl 16 cm
3pcs set: Bowl, Mug and Pencils
Dia 5
WE ARE the Tools and Gargets, Cooking Knives,
Food Preparation…
BK Mrs Gripper Tong
BK Cooking Knife Set
BK Universal Lid
BK Mr. Gripper
GERO SLIM Cooking
Knife Set
BK Chinese Wokarang
BK Trivet BK Silicone Turner
Strainer
,Dia 6
WE ARE the ART OF DINNING
WE ARE ALSO the Indispensible Dinning Solution
VKB Premium Silver
Cutlery 3pcs Set
VKB Premium Silver
Cutlery Box Set
BK Stainless Steel
Cutlery Set
Keltum Children
Cutlery Set
Keltum 24pcs GERO Stainless Steel
Cutlery Set Cutlery Set
Dia 7
OUR GLOBAL PRESENCE
• Distribution in 100+ countries
• Offices: Belgium – Hong Kong – Japan – UK –
Shanghai China – USA – Holland – France
• Factories: Jiangmen, China & Busan, Korea
The company has 2 factories: one in South Korea and another one in China
,Dia 8
OUR SETUP
Manufacturer Brands
Global Local
The company produces its own products.
Dia 9
Our Production
Facilities
,Dia 10
Production facilities
Dia 11
PRIVATELY OWNED FACTORY
Maximum Flexibility
Audited as one of the best factories in
China based on social and environmental
standards
Tailor made solutions
✓ Engineering
✓ Development
✓ Production
Production capability for all substrates:
✓ Aluminium
✓ Hard Anodised
✓ Stainless Steel
✓ Clad
✓ Copper
Certifications Certifications for cookware:
ISO 14001 EN – CMA – JIS
Environmental facilities are very important for them.
,Dia 12
KEY DATA
• Started 2005
• 3.8 million sq ft total area
• 1.7 million sq ft production
• 1600 workers
• Annual capacity 20 million pcs
Dia 13
Quality
• ISO 9001 and 14001
certified by TÜV
• EN – CMA - JIS
• In-house test lab
• 100 QC/QA people
• In-line and destructive tests
,Dia 14
Key data
• Located in Busan – South-Korea
• Manufacturer of ceramic coatings
• 30 workers
• Avg capacity 1200 ton/year
• 22 coating patents
Thermolon: a company that they have in Korea.
Dia 15
, Dia 16
• GreenPan™ was introduced in 2007 in USA
• Distribution in 100+ countries
• First cookware brand to offer ceramic NS
• Thermolon™ technology
- 100% PTFE and PFOA free
- 60% less CO2
- High heat resistant
- High abrasion resistant
Most coatings from cooking pans contain very bad chemicals. Those cooking pans are very
bad. So the company developed environmental , non-poisoning coating for cooking pans.
They called it “Greenpan”. It was launched on tv in the USA and was a big success.
Their first focus was the USA.
Dia 17
INDUSTRY RECOGNITION
Source: HomeWorld (consumer forecast 2013)
Greenpan was on the list of 25 most iconic products invented in the world.
They changed the market.
