Becton Dickinson: Creating the customer-centric organization (B)
Case Study

Becton Dickinson: Creating the customer-centric organization (B)

18 pages
July 2019
Reference: IMD-7-1968

As the B case unfolds, Shabshab is reflecting on both the progress to date on the journey (rougly 2014 time frame) and the efforts required to continue to accelerate the journey. As part of this effort, the steering team identified five pillars to accelerate the transformation. These included the (1) the redefinition of their value proposition and sales tools (2) realignment of the go-to-market approach, (3) standardizing new enabling systems and processes (4) development of talent and capabilities required for success and (5) systematic strengthening of their solutions offerings. The team prioritized and sequenced these levers for change – and thought carefully about the additional levers that may need to managed in the future.

Learning Objective
  1. Understand how to evaluate a good “roadmap for change” to be customer driven “looks like” – mid-way through the journey.
  2. Refer to Kotter change model – and “test” their progress against the model.
  3. Discuss aspects of both go to market strategy and product portfolio evolution.
Keywords
Marketing, Customer Centricity, Customer Focus, Transition, Market Orientation
Settings
United States of America
Becton Dickinson, Health Care
2011 to 2016
Type
Field Research
Copyright
© IMD 2019
Language
English
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre, UK Office

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Fax +44 (0)1234 751125
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]

The Case Centre, US office

Babson College

Babson Park, Wellesley MA 02457, USA
Tel +1 781 239 5884
Fax +1 781 239 5885
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Looking for something specific?
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics