Howdy,
Andreas Stihl passed away many years ago, and the company was then run by Hans Peter Stihl. He in turn became involved in many other interests outside of the company, and Eva Stihl (Peter Stihl's sister) esentially took over daily operation. That was up to about 10 years ago, and right now I am not familiar with exactly what the organization is in Germany.
Future marketing in the industry is a very large question right now. I foresee that things are headed for a major revolution due to the internet. Things are going to literally turn upside down, driven both by the consumer and the factory. Factory distributions are just the beginning. Centalization of factory distribution/direct sales is next. Dealers will not become extinct, but become mostly service centers with the good one's being factory trained and updated annually, and doing more than one brand. Most new chainsaw sales will be either direct to consumer from the factory central warehouse, or via mass merchant.
The steady decline of profit percentage for dealers foretells this thing approaching. The coup d'grace will be when it becomes illegal to restrict distribution on the internet. Once a truely open market exists, all existing rules will be off. The extra middlemen will have to go.
Don't look around too hard, or you may see that a lot of this is already underway.
Regards,
Walt Galer