Kay Geithner is Managing Director of APM Terminals Crane & Engineering Services. Kay is a hugely experienced, dynamic, and innovative international business leader, working in a fascinating sector, and is currently spearheading an exciting period of marketing strategy development and positioning.  For this special episode of the Radical Global Marketing Podcast, we get a very unique client-side viewpoint. In this episode: Kay takes us through his background in engineering working in international teams in Europe and Asia. He discusses some of the big trends and challenges facing his industry, including managing capacity, manufacturing in China, and developing suppliers, and pays particular attention to the electrification of his industry and what that means for suppliers. We talk about some of the latest technology being utilized in crane design and maintenance, including virtual and augmented reality. Kay discusses how his business’ current marketing and brand positioning drive has been inspired by recent progress and successful projects delivered. There are fantastic stories that aren’t currently being told. We look at the comparison between Western and Chinese B2B marketing within the terminals industry and how there is an opportunity for disruption. Kay is also an active member of the European Chamber of Commerce in Shanghai. Regularly participating in panel sessions and workshops. You can find out more about their work here.

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