Nine students, three months: ARNOLD UMFORMTECHNIK enlists support for its diversification strategy at Heilbronn University and taps into new markets. A challenge with lasting impact.
ARNOLD UMFORMTECHNIK is focusing on diversification and working to reduce its dependence on the automotive sector. With a new “New Business Development” unit, the company is specifically tapping into new business areas. Students from the “Business Management” master's program at Heilbronn University helped pave the way for this. The story of a not-so-everyday “challenge.”
ARNOLD generates around 90 percent of its business with the automotive industry. “Sales outside the industry? Very difficult!” That was a phrase often heard a year and a half ago, says Frank Guse, Senior Director of HR, Organization, IT & Digital Transformation at ARNOLD UMFORMTECHNIK. So they contacted Heilbronn University and formulated the challenge: Nine students, divided into two groups, were to work with experts from ARNOLD to identify industries outside the automotive sector where new sales markets for multi-stage formed parts could be developed. These parts offer significant cost advantages in large-scale production and are suitable wherever high volumes are required.
Now, one year after completing this three-month project assignment, ARNOLD has invited the students back. “We wanted to show you that your commitment was not in vain. It opened our eyes in many ways,” said Frank Guse as he welcomed them back to the ARNOLD site in Rauhbusch. The aim was to say thank you and also to pay tribute to the work they had done.
Also present was Guido Rebstock, Chairman of the University Council of Heilbronn University and Managing Director of Innovationsregion Hohenlohe, an association of Hohenlohe companies. In 2024, he and Frank Guse had come up with the idea of using the students' fresh perspective in this situation. The network worked. Guido Rebstock approached Roland Alter, professor of controlling in Heilbronn, and shortly afterwards the students came to Hohenlohe.
From impulse to structure
The initiative had an immediate effect, as Chief Operating Officer Lukas Schmieg explains: “We created four new positions for this purpose.” The “New Business Development” unit was established – in line with ARNOLD's current motto, “All Hands on Deck.” A five-person team was set up, with interfaces to all key areas of the company and monthly exchanges with the management steering committee. This initially ensured efficient cooperation within the company and with the student consultants. In addition, work on new business areas was consolidated in the long term.
Ugur Avci, Markus Jungwirth, and Franzisca Fallmann—herself a master's graduate of Heilbronn University and currently on parental leave—came to the event to show the students what has become of the ideas.
Strategic expansion into new industries
The team identified a wide variety of sales markets: the furniture industry, rail transport, aerospace, security and defense, and the off-highway sector, i.e., heavy commercial vehicles, including agricultural vehicles and construction machinery. These are areas in which the advantages of ARNOLD technology are in demand for large-scale production.
ARNOLD is not alone in its approach to diversification. Several companies are currently seeking access to the defense industry and aerospace. As Markus Jungwirth emphasizes, innovative manufacturing technology that offers customers tangible added value is crucial for entry into these markets. On this basis, the New Business Development team succeeded within a few months in opening doors to well-known companies in these industries and initiating promising partnerships. Christian Grefrath supports customers as their direct contact in the field.
The students also developed specific proposals for marketing and sales. A video is currently being produced and adjustments to the website are in progress. “Your ideas on marketing and sales were very helpful,” confirms Ugur Avci.
For the five students who came to Forchtenberg that evening, it is wonderful to see their own work reflected in the current results. Katharina Schraag recalls: “We had no technical experience, so we were really overwhelmed at first. But then we learned a lot.”
The outside perspective was particularly valuable in this process, says Franzisca Fallmann. Frank Guse adds: “This breath of fresh air, these creative minds, it was great. And now we are reaping the rewards.” The challenge was therefore a success for both sides. ARNOLD plans to continue its collaboration with Heilbronn University.
About Heilbronn University
Heilbronn University (HHN) is one of the largest universities of applied sciences in Baden-Württemberg. At its four locations in Heilbronn, Heilbronn-Sontheim, Künzelsau, and Schwäbisch Hall, HHN offers more than 60 future-oriented bachelor's and master's degree programs, including part-time programs. There are also other study models. HHN maintains close cooperation with companies in the region.
About the ARNOLD GROUP
Internationally renowned for innovative fastening technology, the ARNOLD GROUP has developed into a leading supplier and development partner for complex fastening systems thanks to its extensive expertise in the production of intelligent fasteners. Under the umbrella of “BlueFastening Systems,” the company positions itself as a comprehensive provider of engineering, fasteners, functional parts, feeding systems, and processing technology. This holistic combination of experience and expertise offers efficient, sustainable solutions on an international level. ARNOLD has been part of the Würth Group since 1994.
