Product details

This is the second of an eight-case series (502-010-1 to 502-017-1). This case looks at Becton Dickinson as a global provider of health care systems specialising in two segments: medical supplies and devices, and diagnostic systems. The case highlights how the service-oriented business strategy and the corporate culture of striving to eliminate unnecessary suffering and disease have placed Becton Dickinson among the best performing companies in its sector. Case material comes from public information sources. The case is suitable for graduate MBA and executive level courses in strategy, marketing, customer focus, market orientation, and customer service strategy. The eight short cases are meant to be read together.