Right name in the right places

Industry | He Wei

SKF Group is not the first business-to-business company I have interviewed, but definitely among the ones that has left me with the deepest impression.

While SKF has been a supplier of ball bearings to Ferrari Formula One since 1947, it does not go for prominent publicity events, so not many individual customers are familiar with the brand, even though the cars they drive use SKF bearings. But what SKF executives told me is that it's not really necessary for a B2B firm to be a household name. Rather, SKF should be known in the right places and for the right reasons.