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This is the third of a four-case series (IMD-3-1241 to IMD-3-1244). The (C) case describes Jorgen Centerman''s vision and strategy for ABB viz to turn the company from a product-centric to a customer-centric, solutions- based organisation. Like his predecessor Lindahl, Centerman changed the structure of the businesses and his executive team. There are a number of interesting discussion points. For instance, why did Centerman change ABB''s structure? Evaluate the feasibility and impact of this change on ABB. A video ''The ABB Eras'' (IMD-3-1241-V) is available to accompany the case series.