New CEO sets the course for BSB Industry

100 days ago Morten Krusborg took on the rein of BSB Industry as its new CEO. We were invited into the engine room to learn more of his thinking concerning strategic areas of action that will strengthen and further develop the foundation on which the dynamic steel company is built.

Morten Krusborg believes in BSB Industries' future

- BSB Industry is a solid business that is well run by dedicated employees and managers. That was my very clear impression when, in the first days of my new job as CEO, I got to meet and greet our many employees at our factories in Denmark and Poland, says Morten Krusborg.

After a thorough introduction, where he delved into the company's various business processes and got a real sense of its culture, Morten Krusborg has spent time analyzing the market and the needs of the company's customers today and onwards. Here he focuses on five areas that will help determine the future of the company.

Supply Chain Solutions

After several years of continuous growth, it is now clear to everyone that the world and its economic conditions have changed. At BSB Industry, we still have high ambitions for 2023, but we can not expect the same rate of increase in revenue as in previous years.

On the other hand, we expect the global markets for wind turbines to really pick up again from 2024, when in particular a tripling of installations offshore and large growth in the USA are forecast. Here it is clear that we are well positioned to delivering solutions, which we already do today, but also to expand our activities within our areas of delivery.

BSB Industry has built capacity to deliver complete solutions from engineering to supply chain solutions. We understand the competitive field our customers navigate in, and through ongoing dialogue we continuously work together with customers to reduce costs, optimize sustainability and make the solutions of today even smarter tomorrow.

This way, we are in a position to help ensure our customers' competitiveness. I believe that is crucial and that we at BSB Industry will be able to win new orders from both the wind industry, the energy sector and other sectors of general industry.

Complete solutions from engineering to supply chain solutions

BSB Industry has built capacity to deliver complete solutions from engineering to supply chain solutions. We understand the competitive field our customers navigate in, and through ongoing dialogue we continuously work together with customers to reduce costs, optimize sustainability and make the solutions of today even smarter tomorrow.
Morten Krusborg / CEO

Automation

We believe that the demand for our solutions will increase in the years to come. Therefore, we are currently working closely with our customers with the aim of gearing up for the future.

We are looking into growing our capacity by strengthening the organization with skilled managers, specialists and skilled professionals in production, as well as investing in and expanding our machinery. Automation of work processes also plays a decisive role here. Therefore, in the future we will invest further in robotic technology that optimizes both work processes and the working environment for our employees.

Competences

Skilled, committed and well functioning employees are the foundation for the journey that BSB Industry wants to travel. We are deeply committed to continuously developing our staff, just as we focus on attracting particularly skilled specialists.

Sound values such as respect, flexibility, openness and stability are the focal point for a good working environment, where we celebrate work-life balance and, not the least, develop the individual. Just as we do today we will do in the future, namely listen closely to our employees and involve them in the development of the company, where we work closely together to achieve our common goals, from high quality customer solutions to sustainable initiatives and improvement of the working environment. This places great demand on our HR efforts and us as managers, but we really believe that we have an edge if we do manage to communicate our company culture to new potential employees.

Jesper Brølling carefully works his way through today's tasks

Fine-tuning of the organization

In the coming year, we will continue our efforts of creating one joint company for our departments in Denmark as well as in other countries. This means, among other things, that we will invest in IT systems to ensure that we operate according to the same quality standards and processes, and that the order processing is the same, so that we can use our capacity across national borders.

Together with the board, we have decided to create a matrix organization where it becomes very clear who has global process responsibility for, for example, production, sales and quality management. We will invest in the development of our organization because it will make it easier to expand our activities and work with international clients, as well as ensuring that we work according to the same standards.

Sustainability and Social responsibility

Even before the 17 Sustainable Development Goals (DSG) of the UN focused on creating a better world, we at BSB Industry operated with a mindset of constantly reducing our footprint on the environment and improving the working environment for the several hundred employees in our company.

We will naturally continue in that line of effort and even increase our efforts. Not just because our customers demand it or because it is a requirement from the authorities, but because we at BSB Industry are committed to taking on a social responsibility and contribute to creating a sustainable future.

I am particularly pleased, of course, that we, this year, are one of three nominees for Business Association Kolding's Sustainable Development Goal Award 2022. It means a lot to us at BSB Industry that our efforts within the company are being recognized by the outside world. Together with our employees, I’m looking forward to developing and strengthening our efforts with regard to sustainability and other initiatives that support 10 specific goals out of the total of 17 development goals of the UN.