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Oticon, the Danish hearing aid technology company, was a world leader in behind the ear hearing aids in the 1970s but by the 1980s its market share began to decline, as people moved to 'in the ear' models. By 1987, the company's market share had dropped from 15 to seven per cent and it was starting to lose money. Lars Kolind took over as CEO at Oticon in 1988 to turn its performance around. per cent and it was starting to lose money. Lars Kolind took over as CEO at Oticon in 1988 to turn its performance around.