GEA Farm Technologies

What makes a great strategy? GEA Farm Technologies Road to Smart Farming

  • Case study on Master level
  • Reference No. ECASA_2021_1 EN


GEA Farm Technologies is a mid-sized world market leader of mechanical equipment and service solutions for milk production and livestock farming. Senior management of the hidden champion gets approval for an accelerated acquisition strategy to boost growth and innovate the business model vis-á-vis strong competitors in order to lead and develop the market. However, the existing strategic management of internal technology development would be altered and a significant part of management attention would be shifted towards M&A as well as post-merger integration efforts. The case study invites students to explore the benefits and limits of this business model innovation and requires them to develop judgement about the speed, focus and risk of ambitious business growth.


  • Prof. Dr. Jan-Philipp Büchler (FH Dortmund)


Attention-based-view, growth strategy, core competence, core business, business model, innovation, mergers & acquisitions, risk

Case Partners

  • Birkman – Management Consulting
  • IQ Pass – Control Systems
  • UAB SDG – Recruitment Based on Values
  • JSC “Bavarus” Textile Manufacturer
  • GEA Farm Technologies: Building Core Competencies through Internal and External Growth
  • Entering the Next Level of Value Generation: Servitization and Digitization for Industry 4.0- IFM electronics
  • Glendalough Whiskey – The Growth Challenge
  • Portwest’s Future Strategy – Fashioning Workwear: Threading the Needle