Growth and Market Leadership
Goals play a central role for the strategy and the leadership of an enterprise. The hidden champions pursue highly ambitious goals aimed above all at growth and market leadership. When and how are these goals formulated? How are they filled with content? How are they communicated? And how successful are the hidden champions of the twenty-first century at realizing these goals? In this chapter, we see that the hidden champions have grown strongly and continuously over the last ten years. In the process, they have strengthened their market position. This applies to both absolute and relative market shares. Hidden champions define market leadership not only in terms of market share, but see it as an extended claim to overall leadership in their markets. Their goals are truly long term.