Live Case Erich Keller
20.07.2021 How do you launch a new product line during a global pandemic? Students of our master’s program Digital Business Administration helped develop new digital business models, a digital marketing strategy and measures for an organizational transformation for our live case partner Erich Keller AG.
Erich Keller AG manufactures high quality, technologically and ergonomically proven system workstations. During the first wave of the Covid-19 pandemic Erich Keller AG developed air purification devices based on UV-C for the indoor office use (the «STERI-Line»). By recirculating and sterilising air operation these STERI-Line products can make the indoor space (e.g. offices) virus-free and are therefore especially effective against the spreading of Covid-19, influenza, etc.
The company was facing the challenge of how to enter the market with its new product in the middle of a pandemic. Five student teams of our master’s programme Digital Business Administration elaborated innovative solutions on how to achieve the digital expansion of Erich Keller AG and the promotion of the STERI-Line products. They suggested new digital solutions on how to target new market segments (strategy), how to support the effective digital customer journey (data/technology) and how to support the digital transformation of the organization (culture/organization).
In their final presentations at the end of the semester, the student teams presented their innovative ideas, such as a STERI-Line landing page, a virtual product configurator and data-based personalized webpages. They also proposed a digital transformation path for the whole organization so that the new digital business and compensation models can ideally be supported.
Pascal Thür, Head of Climate Systems at Erich Keller AG, valued the cooperation with the students: «We enjoyed working on the live case project with the students. Being part of this live case with the BFH School gave us the chance to regularly exchange views on our current tasks. Furthermore, the students presented very interesting ideas and every group provided an innovative element in their respective marketing strategies.»