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ALUMINIUM EXTRUSION INDUSTRY
INDUSTRIAL DESIGN
& ENGINEERING
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possible and mixed patterns can be seen in certain
cases. Nevertheless, all these business models may face
competition from low-cost regions in the form of type
1c globalisation [1, 4] according to the amount of existing
cost-differentials and the local low-cost production
capacity utilisation. This type 1c globalisation danger is
of transient duration, lasting while the cost differential
still exists. Nevertheless, the rapidly growing production
capacities in the emerging economic regions, often
supported by Western type 2 globalisation expansion,
present a new challenge to the high-price economies
[4]. Therefore, the production costs play a major role in
this type of business despite the characteristic of regional
monopoly with imperfect competition rules according to
Chamberlin and Robinson. The importance of the extrusion
business is still focused on offering services; this is
also valid for the technology-orientated groups due to
rising competition. Therefore, the Lean and Six Sigma
orientation for managing these plants will be mandatory
in the near future.
To summarise in a nutshell, to be successful in a business
one needs to identify the rules of the game and become
best-in-class, or reinvent new rules and apply the
first mover advantage to dominate the market.
References
1. Rüttimann B., Which Globalisation for the Aluminium Industry,
Part 1 in ALUMINIUM 1-2/2008 and Part 2 in ALU-
MINIUM 3/2008, Giesel Verlag
2. Conserva M., Global Market Trends of Aluminium and
Aluminium Products, Proceedings of the 6 th World Congress
ALUMINIUM TWO THOUSAND, March 13-17, 2007, Florence
Italy, Interall publications
3. Rüttimann B., Modeling Economic Globalisation – A Postneoclassic
View on Foreign Trade and Competition, 2007, MV
Wissenschaft, Münster, ISBN 978-3-86582-447-9
4. Rüttimann B., The Globalisation Trap of the Aluminum Extrusion
Industry, Proceedings of the ET08, the 9 th International
Aluminum Extrusion Technology Seminar, Orlando/Florida,
May 13-16, 2008
5. Rüttimann B., Strategy and Tactics in the Aluminium Semifinished
Products Industry, ALUMINIUM 78 (2002), 1/2 and 4,
Giesel Verlag
Authors
Bruno G. Rüttimann, Dr. Ing, MBA, studied at the Polytechnic
Institute of Milan and at the Bocconi University of Economics.
After many years in the aluminium industry he is now an
independent consultant and university lecturer regarding globalisation
strategies and Lean Six Sigma. He is an invited guest
speaker at international congresses and author of several publications.
bruno.ruettimann@web.de
Hubert Zimmermann, Dr. oec. HSG, Dipl. Ing. ETH holds a degree
in electrical engineering from the Swiss Federal Institute
of Technology in Zurich, a degree in business administration
and a PhD in economics from the University of St. Gall. For
the past eight years he has exercised several functions with
Alcan, and is currently responsible for the Large Profile (Extrusion)
business as managing director of Alcan Singen GmbH.
hubert.zimmermann@alcan.com
18 ALUMINIUM · 4/2010