Corporate Guidelines

ZWILLING J.A. HENCKELS AG is a global supplier of branded products with leadership claim for the respective market and product segments.

Thinking and behaviour of all members of staff is guided by customers and their requirements. Unconditional customer orientation is ZWILLING J.A. HENCKELS AG´s sustainable success factor. This is valid for products and services.

ZWILLING J.A. HENCKELS AG strives for lasting economical success and sustainable increase in brand value with a view to be better and quicker than the competition.

Behaviour is based upon:

• Partnership among members of staff
  Staff and company strive to fulfil reciprocal demands with a view to long term cooperation. Frankness, team spirit and the will for continuous improvement generate exceptional performance and enjoyment of work. Members of staff and company respect their mutual goals.
  
  
• Partnership with business friends and market participants
  A fair cooperation forms the basis for mutual success. We support the economical success of our trade partners through price and conditions structures.
  
  We are a fair competitor. We abide by the rules of a fair competition and protect and defend our rights against trade partners and competitors. We claim leadership and benchmark status in this respect as well and partake actively in the design of common competition laws with contributions to our industry body.
  
  
• Partnership with the social environment
  We accept social and ecological responsibility and abide by the laws.
  
  
• Quality
  Quality is a product of our daily work, our products and our services.
  We are contentious and accept speed and continuous improvement as deciding competitive factors.
  
  Our work is precise but with leeway if missing detail information will not endanger the intended success.
  
  
• Subjectively perceived quality
  is the judgement by trade and consumers and also reflects regional, cultural and target group specific differences.
  
  Recognition, experience and subjective judgement of function offered, aesthetics, design, ergonomics/handling, packaging and presentation as well as the respective communication determine subjective perceived quality.
  
  
• Innovation leadership
  ZWILLING J.A. HENCKELS AG claims to be quicker and better than the relevant competition. This applies to products (function and design) and services. The ultimate goal is to develop innovation that can be protected.