CASE
KANTHAL
Strategy to lead green transformation and achieve clear positioning
Sustainability is both a critical societal issue and a business strategy. Together with Knowit, Kanthal has explored how they can clarify their contribution to green transformation through stronger positioning in the industrial market. With a clear vision and action plan, they aim to drive change and establish themselves as leaders in sustainability.
A position that clearly demonstrates value
Kanthal, part of the Alleima group, is a world-leading brand in industrial heating technology and resistance materials. Through initiatives like the electrification of industrial processes, they help their customers increase efficiency and reduce greenhouse gas emissions.
Kanthal’s product range offers significant opportunities for emission reductions in industrial sectors — something they recognized needed to be clearly communicated. In collaboration with Knowit, they developed a refined positioning strategy intended to strengthen their market standing, value proposition, and growth trajectory.
Defining sustainable advantages
To uncover what it means for Kanthal to be a sustainability leader, a framework was used based on multiple dimensions: several areas of sustainability, as well as the company’s current and desired future positioning. Using this framework and mapping, we were able to clearly identify what constitutes leadership in each area. Kanthal’s strategy is therefore grounded in its competitive strengths in climate impact, circularity, and commercialization.
The market position is also influenced by both external and internal factors. This involved analyzing best practices, conducting workshops, and assessing organizational capabilities — both commercial and operational as well as sustainable. With a cohesive view of what Kanthal is doing well and where it can improve, we defined how they can extract greater value from their sustainability work.
Knowit has assisted us in understanding and sharpening our position on sustainability and simplifying the complexity into clear areas of action. The inclusive approach also served as a strong internal mobilization, laying the foundation for a renewed sustainability identity.
Nicolai Schaaf, Sustainability Manager
Kanthal
Plan for clear positioning
The outcome of the collaboration was a plan covering several strategic areas that set the stage for Kanthal to assert itself as a leader in sustainability. Each area includes prioritized activities and capabilities Kanthal will build on to move from today’s position to the desired future state.
To succeed in this transformation journey, a mix of internal and external efforts is needed that reinforce the positioning and increase awareness of Kanthal’s sustainability-driven value as a supplier.
How the solution contributes to Agenda 2030
Contribution to Goal 9: By developing Kanthal’s sustainability strategy, the project contributed to Goal 9 of the UN’s Agenda 2030. The project and strategy outlined activities aimed at increasing circularity and reducing emissions in Kanthal’s operations and production.
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