Royal DSM

Context

Royal DSM needed to become more customer-focused following a dramatic company evolution.

Challenge

The CEO was to launch a transformation project but faced significant resistance from several parts of the company.

Custom approach

The company launched a marketing and sales initiative to benchmark itself and analyze the causes of resistance. It then set up projects to build wider support.

Impact

Subsequently DSM won the Marketing Company of the Year Award from the Dutch Institute of Marketing and dramatically increased its performance.