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Case
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Reference no. 9-601-061
Published by: Harvard Business Publishing
Originally published in: 2010
Version: 3 June 2010
Revision date: 01-Jul-2019

Abstract

Bush Boake Allen, a flavor and fragrance firm, is considering strategic options that would integrate customers into its innovation process via a potentially disruptive Internet-based technology. As this approach could result in dramatic changes to the firm's business model and relationship with customers worldwide, Julian Boyden, president, CEO, and chairman, faces serious opposition from senior managers.
Location:
Size:
2,000 employees, USD500 billion revenues
Other setting(s):
2000

About

Abstract

Bush Boake Allen, a flavor and fragrance firm, is considering strategic options that would integrate customers into its innovation process via a potentially disruptive Internet-based technology. As this approach could result in dramatic changes to the firm's business model and relationship with customers worldwide, Julian Boyden, president, CEO, and chairman, faces serious opposition from senior managers.

Settings

Location:
Size:
2,000 employees, USD500 billion revenues
Other setting(s):
2000

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