Product details

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Abstract

This is part of a case series. The case examines the journey of Becton-Dickinson (BD) to become a more customer (or market) driven company. The journey began in earnest in 2011 when Nabil Shabshab agreed to become Chief Marketing Officer. In the Fall of 2011, Shabshab completed a 120-day world tour of all businesses - not just the marketing group - but the overall organization. As a result of this tour, Shashab crafted a position paper that detailed the BD challenges and offered a roadmap for change. After multiple conversations with the CEO, the position paper was disseminated to a group of 75 a BD leaders for a full-day discussion of the situations and recommendations. The first set of recommendations and associated work streams were launched soon after. Among the various work streams, a key initiative was the pilot within the acute care market that required the integrated effort of multiple BD businesses. More broadly, the combination of various workstreams representing a 'living' transformation roadmap. In addition to the pilot project, workstreams were launched in marketing, sales and other domains.

Time period

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

Geographical setting

Region:
World/global
Country:
United States

Featured company

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

About

Abstract

This is part of a case series. The case examines the journey of Becton-Dickinson (BD) to become a more customer (or market) driven company. The journey began in earnest in 2011 when Nabil Shabshab agreed to become Chief Marketing Officer. In the Fall of 2011, Shabshab completed a 120-day world tour of all businesses - not just the marketing group - but the overall organization. As a result of this tour, Shashab crafted a position paper that detailed the BD challenges and offered a roadmap for change. After multiple conversations with the CEO, the position paper was disseminated to a group of 75 a BD leaders for a full-day discussion of the situations and recommendations. The first set of recommendations and associated work streams were launched soon after. Among the various work streams, a key initiative was the pilot within the acute care market that required the integrated effort of multiple BD businesses. More broadly, the combination of various workstreams representing a 'living' transformation roadmap. In addition to the pilot project, workstreams were launched in marketing, sales and other domains.

Settings

Time period

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

Geographical setting

Region:
World/global
Country:
United States

Featured company

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

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