In an ever more competitive global market, European Steel producers urgently need differentiation as distance or referencing are not a protection anymore.
From steel customers’ point of view, one main reason for the decision for a specific supplier is trust in the fact that the delivered product fulfills his individual requirements. Consequently only if the European Steel Industry succeeds to win customer-trust and solidifies client intimacy, it will achieve a durable competitive advantage and thus reduce pressure from world-wide imports.