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In theory, a company's entire data network would now be a cohesive, interpretable whole that would enable management to more efficiently allocate resources, develop products, manage inventory, forecast trends, streamline manufacturing processes, and automate routine operations. And although no less than 27 percent of this was plowed back into research, in SAP GmbH formally converted itself to a publicly traded Aktiengesellschaft AG to raise even more capital for research and development.
SAP had established its first operations outside Germany in the mids, but it was not until the creation of a Swiss-based subsidiary, SAP International, in the late s that it began the expansion that would make it a truly international player in the global client-server software market. SAP executives soon realized, however, that an American team was more likely to be able to maneuver through the idiosyncrasies of the U.
One not unimportant result was the abandonment of traditional German business practices in favor of a more American approach: lifting limits, for example, on how much salesmen could earn in commissions and submitting budgets in which fully one-third of all annual resources were devoted to product marketing. Total sales revenues had nearly tripled between and to DM 2. SAP's share price had in the meantime grown 1, percent since its introduction on the German stock exchange in , and by it ranked as the highest valued company in Germany.
With two-thirds of all sales revenues now coming from its foreign subsidiaries, in SAP relocated most of its marketing operation to its Wayne, Pennsylvania, complex. Version 3. Configuring the product to conform to the highly particular needs of corporate clients took months, and sometimes over a year, to complete, and the third-party consultants hired to guide clients through the installation ordeal often had little practical experience or abandoned customers for more lucrative projects midway through.
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