Bosch follows an integrated publishing house approach and has turned away from focusing primarily on their brand and products. Instead, Bosch filters out topics from the web which are relevant for their stakeholders.
The Digital Communication department headed by Dr. Michael Schmidtke has played a central role in the development of this approach. The team is responsible for Bosch’s digital channels and methods and aims to convey the most appropriate content to the corresponding stakeholders.
For this case study we interviewed four managers and employees from the department Digital Communication at the beginning of 2017.