When a long-established company faces a sudden crisis in its sector, a fight for survival may rapidly follow, calling its business model into question. A globalization strategy, combined with an innovation drive, frequently seems the most obvious way out of the impasse.

Yet ‘globalization’ and ‘innovation’ are more easily pronounced than performed. To find out how one international MidCap business redefined its vision and bridged the gap between aspiration and action, Amrop interviewed Heimo Scheuch, CEO of Wienerberger, a 194-year old, international MidCap building materials group.

We discover how Wienerberger turned just such a sector downturn into a catalyst for reinvention and global growth, shifting in three years from a product- to a solution-oriented leader, launching two hundred new products in twelve months and accelerating its globalization journey.