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“Structural readjustment of the furniture and construction industry in Denmark and most of the developed world has been tough on businesses”, says Ferdinand Kjaerulff of Danish IT innovators, LoveMyHome, “but there is a way out”. With the furniture and construction industries under increasing pressure from globalization, the general question is raised about appropriate roles in the international division of labor. According to a recent industry analysis conducted by Exchange, imports from low-wage countries such as China and Poland have increased significantly. In much of the developed world, wage-intensive production seems to be in terminal decline, with bleak prospects for employment in industries where labor costs are too high and productivity too low. In Denmark’s case, argues Ferdinand Kjaerulff of LoveMyHome, the situation is reminiscent of the time when jobs in the local textile industry moved to Portugal. But did this lead to the widespread unemployment of Danish seamstresses? Of course not – they transferred to other jobs, whilst youngsters who would otherwise have ended up working as seamstresses instead got a better education and qualified themselves for better-paying, more value-added jobs. Just such a flow of labor fuelled the growth of large Danish concerns like Bestseller, now one of the leading companies in the world. The same fantastic prospects are open to the furniture and construction industries. Of course, some jobs will continue to be exported to places like Eastern Europe and to China. But it is still possible to envisage a renewed growth in domestic employment – above the current level of just 11,000 employees in the Danish furniture industry and back to the 1996 level of 23,000. How? If you’re a senior leader in the industry don’t have to wait for the answer. You’ll soon be contacted by the international telemarketing department of LoveMyHome with a taster of what’s possible. Designed in Denmark, but produced across six different countries, the web-based solution could allow you to restructure your entire value-chain – all the way from design, to production and export of furniture for the home. So, how does LoveMyHome do it? Firstly, they’ll make sure that you can tailor your product to the customer’s needs on the basis of a series of mass-produced modules, where the ordering process is automated and any defective orders are eliminated. Secondly, they’ll activate a sales tool through high-traffic listings, with perfectly timed orders for the purchase of furniture and kitchens for buyer’s new homes. Thirdly, a designer test engine will test new design concepts and ideas in the market before they go into production and are sold over the internet. The only question that remains is just how your own company might look in this exciting new world. Visit www.lovemyhome.net now to find the answer to that question and learn more about the new opportunities for your business. About the Author:
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“Enforced structural readjustment can lead to growth” says LoveMyHome
