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November 15, 1988


By CBR Staff Writer

Nixdorf Computer AG has put up such a sterling profits performance for so long that the news that profits this year will only be even with those for last year, on turnover growth slowed to 10% – implying $3,200m or so, will be seen as a very bearish sign, despite the fact that its disappointing news is still a whole lot better than that from a string of competitors in similar market sectors that are turning in losses. The company is moving to increase sales and cut costs by decentralising the marketing operations in the hope that it can achieve a more global approach to its business and bring new products to market faster. The switch involves dividing the marketing operation into four divisions, each of which will have worldwide responsibility for a particular vertical market segment, the four being banks, retailers, medium-sized businesses and institutions. The head of each of the four will report to vice-chairman Arno Bohn. In the US, Nixdorf is starting to earn real money after years of investment, and profits should rise 30% on a 10% growth in sales to around $300m.

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