Top 50 Bestselling Case Authors 2022/23: No. 32

Anna Frisch has tried to initiate change at Aesch AG, a large global provider of medical devices for the health care industry. As marketing director, she has identified major shifts in German health care that demand that Aesch changes its ways of approaching customers. The short case study is set when Anna realizes the failure of her change initiative. The case discussion allows analysis and discussion of her various mistakes and is supported by a 6-minute video showing Anna reflecting on events.

Lea Block has tried to initiate digital transformation at Seuzach AG, a large global provider of medical devices for the health care industry. As marketing director, she has identified major shifts in German health care that demand that Seuzach changes its ways of approaching customers. Instead of targeting the specific needs of doctors in hospitals, Seuzach should rather address the new decision makers: the CEOs, CFOs, or CIOs of hospitals, who have a different buying logic. The short case study is set when Lea realizes the failure of her digital transformation initiative. 

The case deals with the quest for boundaries of corporates' social and environmental responsibility. The publishing house Axel Springer AG serves as good example as the case poses the question where the responsibility of a company might start or end in a given context and what action it ought to take in this regard. It examines how much responsibility Axel Springer might have for its supply chain: how far and how deep down the supply chain does or should responsibility of a corporation reach? On what facts does this responsibility depend?