ABB Turbocharging (A): Leading change in certain times
It is 2007 and the president of ABB Turbocharging, a successful business unit with a strong performance record is considering introducing change in order to make his organization more sales-driven and proactive to customer needs. Case A provides an introduction to ABB Turbocharging back in 2007; its structure, business model and strategy. It also offers an overview of the market for turbochargers and the challenges involved in serving the different segments and customer groups. It concludes with the president of the organization questioning the sustainability of the current strategy and raising four key questions concerning the journey ahead.
How do you change “the bicycle shop” mentality in a successful 100 years old industrial organization? What are the skills and capabilities that need to be developed in order to shift from a technical and reactive culture to a proactive sales-oriented one? What are the challenges and risks in such an endeavor? What are the changes required to take place at both HQ and local level?
Asea Brown Boveri
2007
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
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