“We are moving to a customer-focused organisation” 

Press and coating technology specialist Robert Bürkle announced its corporate restructure and strategy realignment back in August to better serve the industries they are in. Matthias Picker, vice-president Division Woodworking of Bürkle, tells Yap Shi Quan why this move is timely, and how exactly it impacts the woodworking industry. 

Matthias Picker, Vice-President, Robert Bürkle

Robert Bürkle is best known in the woodworking industry for their press and coating technologies, but its solutions are also harnessed and recognised elsewhere. Specifically, in the printed circuit board (PCB) and photovoltaic industries.

In the past, Bürkle managed all these industries with a central organisation. “Bürkle was traditionally organised by functions, rather than markets, with a hierarchical arrangement of roles and responsibilities,” explained Picker. “Decisions were made centrally with a focus on all business segments.” 

Spray coating systems by Bürkle for carpentry

Over time, however, Bürkle realised that such a way of serving their industries was inefficient. According to Picker, the requirements and investment cycles of each industry segment differed, and it was difficult to keep focus on all the requirements with a central organisation. Hence, they started the restructuring process towards an industry focused organisation, a process “planned long in advance”.

The result is a more customer-centric company, where instead of one central management, there will now be four independent business divisions covering the respective product segments: woodworking or surface finishing, photovoltaics, PCB, and lastly, a specific branch in Mastholte village in Germany which specialises in door and parquet lines, systems for the production of insulating elements, as well as automation and robotics. These four segments are managed by different management executives. Picker, of course, is in charge of the woodworking division.    

To read the full article, click here or find it on Panels & Furniture Asia November/December 2023 issue.