Tradition meets Digitalisation

Within the scope of the Manager Training Programme, 18 managers travelled from Central Asia, more specifically from Kazakhstan, Kyrgyzstan and Uzbekistan, to Eppendorf in Saxony for the purpose of visiting an enterprise there. During the visit, Rülke GmbH provided the managers with an insight into their business processes. As a manufacturer of unique wooden toys, semi-finished wooden products and wooden merchandise, the family-run firm looks back on over a hundred years of tradition.

“In a sense, the visit to Rülke GmbH opened my eyes”, Aynagul Ayaganova, the head of an agricultural enterprise in Akkol, Kazakhstan, summarises the visit. “In my firm, I also fully intend to prioritise investing in the areas of digitalisation, automation and technology, and only then in our external image. Tradition is not contradictory to high technology. Also, in this context, ultimately it is clearly the inner values which count and bring success”.

Although the group’s participants came from very different fields, they were all impressed with Rülke GmbH’s toys as well as their business philosophy. “We can now say with certainty where the fascination with German-manufactured products, machines and equipment stems from: besides perfection, a lot of love, tradition and a profound respect for people – the employees as well as the customers – goes into the work”, sums up Akimbek Bektenaliyev, owner of a Kyrgyz consulting firm.

The apparent contrast between the products made from traditional and natural materials on the one hand, and the extensive digitalisation of the work, automation of the processes and the modern production methods focused on employee satisfaction on the other hand, particularly fascinated the guests from Central Asia. In discussions they discovered that the company is investing heavily in the above-mentioned fields. And with success: Rülke GmbH exports its products from Eppendorf across half the globe, including to China, where the toys enjoy great popularity due to the strong reputation of “Made in Germany” and everything that stands for.

The managers from Central Asia were also able to establish numerous contacts whilst visiting the Hannover-Messe, as part of a cooperation forum at the Leipzig Chamber of Industry and Commerce and during individual visits to enterprises. Many of the managers had noted lucrative business opportunities by the end of their stay in Germany which promise to lead to lively economic interactions between the countries in their region and Germany.

ARGE Neue Bundesländer Dresden