Product details

This is part of a case series. It is 2013 and the setting is very different. ABB’s performance during the last two years had been unsatisfactory and a series of developments in its external environment posed a unique set of challenges. Management decided to respond and launched a new segmentation initiative, laying the foundation of its future differentiation strategy. Case B provides an update on Sales 2010 a major sales initiative that was introduced at the end of 2007 and elaborates on the wave of change that took place since then; global financial crisis, Swiss franc crisis, overcapacity in the shipping industry and the intensifying competition on both fronts: product and service. It offers an overview of the new segmentation initiative and concludes by highlighting the challenges behind translating strategy to action.