In 2000, ABB faced the challenge of convincing markets of its change for the old engineering powerhouse to a new technology leader. Despite its technological achievements, the company suffered from chronic low visibility, opacity due to the convoluted holding structure and Zurich listing, low association with new New Economy projects, etc. The case investigates the sequence of events undertaken by ABB in March 2000 to change its perception by the public. Discussion focuses on the various mechanisms available to bridge the value gap between the company and external stakeholders.
Asea Brown Boveri
1st Q. 2000
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