We once again had the great pleasure of hosting Matthias Schulz, Head of Strategy at Otto Krahn Group, for a guest lecture in our Innovation Marketing master’s course.
This year, he shared fresh perspectives on how the 116-year-old company leverages its expertise in the distribution, production, and recycling of plastics, chemicals, and ceramics to remain at the forefront of material innovation. A key takeaway was the strategic role of the corporate incubator, Otto Krahn New Business (OKNB). Matthias illustrated how OKNB actively tackles the "Innovator's Dilemma" by partnering with early-stage startups to validate and scale new material technologies that are often still in the lab phase.
Beyond physical materials, he also detailed the group's serious engagement with artificial intelligence. By teaming up with AI networks like Merantix, Otto Krahn is exploring how AI agents might transform B2B workflows and technical consulting in the future.
This sparked a highly engaging discussion among the students. We debated the hurdles of AI adoption in risk-averse B2B markets and discussed how to market digital innovations to customers who prioritize established human relationships over new technologies.
We sincerely thank Matthias for another inspiring session and look forward to keeping this excellent exchange with the Otto Krahn Group alive in the future.
