Gefen Launches New Business Strategy

Gefen, the digital connectivity solutions company of Nortek Inc., launched its business with a strengthened and revitalized business strategy. Gefen's transformative evolution includes an enhanced product development process refocusing its leading edge road map and a new go-to-market program supporting consistent, profitable business delivery to its partner base. This relaunch of the Gefen business is reflected in a new, bold brand and identity refresh indicating a stronger alignment across Nortek's Technology Solution Group (TSG) brands, offering partners and customers a total solution of connectivity, with the widest breadth of audio and video solution offerings, the company says.

The new and completely restructured product development process utilizes a methodology of evaluation and rationalization which determines product market suitability. Leveraging Gefen's heritage of innovation, this new process translates into a long-term road map providing customers with timely and intuitive connectivity solutions that bridge the gap between rapidly advancing technology and real-world applications, the company says.

Gefen is implementing a new program which directly addresses the main concerns of resellers around the world. A new rolled out Universal Pricing Policy will enable channel partners and resellers to significantly benefit from doing business with Gefen, the company says.

"It all comes down to implementing criteria-driven programs that ultimately allow everyone to achieve greater profitability," says Kevin Weiss, Gefen's vice president of global sales and business development. "We're all in this together, and we all plan on being very, very successful in 2014 and beyond."

Gefen's new logo, featuring fiery bold colors, was selected to more clearly reflect the direction in which Gefen is heading and is just one example of updated branding and total solution deliverables.

"It's no coincidence that we selected bold colors, mirrored across our sister companies," explains Tony Dowzall, vice president of marketing at Gefen. "When you partner with Gefen, you are at the gateway to a wide portfolio of solution offerings from other leading Nortek TSG brands such as TVOne, Magenta, Niles, Panamax, and Furman."

Gefen's new logo and colors will be implemented in phases beginning with its website, collateral, and new products coming to market.