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Published by:
IMD (2019)
Version:
18.07.2019
Revision date:
29-Jul-2019
Length:
18 pages
Data source:
Field research

Abstract

This is part of a case series. As the B case unfolds, Shabshab is reflecting on both the progress to date on the journey (rougly 2014 time frame) and the efforts required to continue to accelerate the journey. As part of this effort, the steering team identified five pillars to accelerate the transformation. These included the (1) redefinition of their value proposition and sales tools, (2) realignment of the go-to-market approach, (3) standardizing new enabling systems and processes, (4) development of talent and capabilities required for success, and (5) systematic strengthening of their solutions offerings. The team prioritized and sequenced these levers for change - and thought carefully about the additional levers that may need to managed in the future.

Topics

Marketing; Customer centricity; Customer focus; Transition; Market orientation

Setting

The events covered by this item took place in 2011 to 2016.

Geographical setting

Region:
World/global
Country:
United States

Featured company

Company name:
Becton, Dickinson and Company
Turnover:
USD 14 Billion
Industry:
Health care

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