Close
    HomeResearch & Knowledgeback to HomeStrategyback to Research & KnowledgeABB Turbocharging (A): Leading change in certain timesback to Strategy
    Case Study

    ABB Turbocharging (A): Leading change in certain times

    By Winter Nie, Wolfgang Ulaga and Athanasios Kondis
    8 pages
    November 2014
    Order this case study
    Reference: IMD-3-2430

    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.

    Learning Objective

    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?

    Keywords
    Organizational Change, Change Management, Business to Business, Marketing, Strategy, Automation Technology, Power Technology, Process Automation, Turbocharging System
    Settings
    World/global, Switzerland
    Asea Brown Boveri
    2007
    Type
    Field Research
    Copyright
    © 2014
    Available Languages
    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

    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]

    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]

    Copyright Information

    IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.

    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    This case study is part of a series
    • ABB Turbocharging (A): Leading change in certain times
    • ABB Turbocharging (B): Implementing change in turbulent times
    Related topics
    Strategy
    Browse all topics
    This case study is part of a series
    • ABB Turbocharging (A): Leading change in certain times
    • ABB Turbocharging (B): Implementing change in turbulent times
    Discover our latest research
    IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics
    All case studies
    ABB Turbocharging (A): Leading change in certain times
    By Winter Nie Wolfgang Ulaga and Athanasios Kondis
    Case reference: IMD-3-2430 ©2014
    Summary
    It is 2007 and the president of ABB Turbocharging, a successful business unit with a strong performance record is considering introducing change in...
    Read more
    Reference IMD-3-2430
    Copyright ©2014
    Copyright owner IMD Copyright
    Organization Asea Brown Boveri
    Available Languages English
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Strategy
    Browse all topics
    Related content
    Case Study
    ABB Turbocharging (B): Implementing change in turbulent times

    It is 2013 and the setting is very different. ABB’s performance during the last two years had been unsatisfactory and a series of developments in i...

    Strategy
    By Winter Nie, Wolfgang Ulaga and Athanasios Kondis
    Case reference: IMD-3-2431, © 2014
    Read more
    ABB Turbocharging (B): Implementing change in turbulent times
    By Winter Nie Wolfgang Ulaga and Athanasios Kondis
    Case reference: IMD-3-2431 ©2014
    Summary
    It is 2013 and the setting is very different. ABB’s performance during the last two years had been unsatisfactory and a series of developments in i...
    Read more
    Reference IMD-3-2431
    Copyright ©2014
    Copyright owner IMD Copyright
    Organization Asea Brown Boveri
    Available Languages English
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Strategy
    Browse all topics
    Related content
    Case Study
    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...

    Strategy
    By Winter Nie, Wolfgang Ulaga and Athanasios Kondis
    Case reference: IMD-3-2430, © 2014
    Read more
    Keep reading
    Article
    What tramp shipping can teach strategic management

    Here are three strategic lessons from the tramp shipping industry.

    Strategy
    By Peter Borup
    in I by IMD
    Read more
    Article
    Annual prognoses and corporate strategy - 2025 Trends

    Why the market for new year predictions is broken and how executives can better use forecasts to discern the implications for their companies.

    Future Readiness Strategy
    By Simon J. Evenett
    in I by IMD
    Read more
    Article
    Why leaders don’t engage in strategic thinking

    Strategic thinking is key to success. Overcome common excuses and develop the skills to navigate change, drive innovation, and prepare for future business challenges.

    Leadership Strategy
    By Michael D. Watkins
    in I by IMD
    Read more
    Article
    Leadership 2025 - 5 Key Behaviors - Tania Lennon

    The increasing pace of disruption and change means leaders need to cultivate behaviors that support their sustained success. From building strategic flexibility to broadening stakeholder connections, here is our expert guide to leading in an age o...

    Leadership Disruption Strategy
    By Tania Lennon
    in I by IMD
    8 January 2025
    Read more
    Article
    How luxury brands can build strategic resilience in 2025

    Officially, brands executives continue to display confidence that big luxury will shrug off the 2024 downturn as a cyclical one. They see it as the product of the combined collapse of real estate prices in China and a return to normalcy after the ...

    Luxury Strategy Branding Innovation
    By Stéphane J. G. Girod
    in Forbes.com
    3 January 2025
    Read more
    Article
    Here’s what we predicted for 2024… how did we do?

    Did our predictions for 2024 come true, a turbulent election year, bitcoin and CBDC, COP29 and electric cars, China, EU integration and Euro football

    Finance Future Readiness Geopolitics Strategy Sustainability
    By Robert Hooijberg, Arturo Bris, David Bach, José Parra Moyano, Michael R. Wade, Julia Binder, Howard H. Yu, Simon J. Evenett, Alyson Meister, Salvatore Cantale and Stefan Michel
    in I by IMD
    Read more
    Book Chapter
    The strategic imperative

    In a world where change is the only constant, the strategic imperative for sustainability is not just a theoretical construct – it’s a call to action. This section of the book delves into the core strategies that will enable businesses to thrive i...

    Business Transformation Innovation Strategy
    By Julia Katharina Binder and Knut Bjarne Haanaes
    in Binder, Julia Katharina (Ed.); Haanaes, Knut Bjarne (Ed.) / Leading the sustainable business transformation: A playbook from IMD, pp. 59-62 / Hoboken: Wiley, 2025
    Read more
    Book Chapter
    Framing the conversation

    In late 2020, as the world began to emerge from the worst of the COVID-19 pandemic, Wärtsilä, a Finnish corporation specializing in power systems, made a bold decision. Despite being a well-established company with a strong track record in...

    Strategy Leadership Disruption
    By Julia Katharina Binder and Knut Bjarne Haanaes
    in Binder, Julia Katharina (Ed.); Haanaes, Knut Bjarne (Ed.) / Leading the sustainable business transformation: A playbook from IMD, pp. 1-7 / Hoboken: Wiley, 2025
    Read more
    Article
    In the field with the International Olympic Committee

    How can a non-profit organization implement a carbon accounting system to promote sustainability in sports without impacting culture and collaboration?

    Sustainability Accounting Strategy
    By Florian Hoos, Giovanni-Battista Derchi and Valerie Keller-Birrer
    in In the Field
    19 December 2024
    Read more
    Case Study
    NTT at a crossroads (B): Mapping growth options

    Building on NTT (A), the case starts with NTT’s CEO having narrowed down strategic growth options with the board to prepare NTT for the future. Past international investments in AT&T Wireless and KPN to tap into foreign markets had resulted in bil...

    Strategy General Management Digital Disruption
    By Patrick Reinmoeller
    Case reference: IMD-7-2352, © 2024
    Read more
    What tramp shipping can teach strategic management
    By Peter Borup
    in I by IMD
    Summary
    Here are three strategic lessons from the tramp shipping industry.
    Read more
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Strategy
    Browse all topics
    Annual prognoses and corporate strategy - 2025 Trends
    By Simon J. Evenett
    in I by IMD
    Summary
    Why the market for new year predictions is broken and how executives can better use forecasts to discern the implications for their companies.
    Read more
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Future Readiness
    Strategy
    Browse all topics
    Why leaders don’t engage in strategic thinking
    By Michael D. Watkins
    in I by IMD
    Summary
    Strategic thinking is key to success. Overcome common excuses and develop the skills to navigate change, drive innovation, and prepare for future business challenges.
    Read more
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Leadership
    Strategy
    Browse all topics
    Leadership 2025 - 5 Key Behaviors - Tania Lennon
    By Tania Lennon
    in I by IMD 8 January 2025
    Summary
    The increasing pace of disruption and change means leaders need to cultivate behaviors that support their sustained success. From building strategic flexibility to broadening stakeholder connections, here is our expert guide to leading in an age o...
    Read more
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Leadership
    Disruption
    Strategy
    Browse all topics
    How luxury brands can build strategic resilience in 2025
    By Stéphane J. G. Girod
    in Forbes.com 3 January 2025
    Summary
    Officially, brands executives continue to display confidence that big luxury will shrug off the 2024 downturn as a cyclical one. They see it as the product of the combined collapse of real estate prices in China and a return to normalcy after the ...
    Read more
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Luxury
    Strategy
    Branding
    Innovation
    Browse all topics
    Here’s what we predicted for 2024… how did we do?
    By Robert Hooijberg Arturo Bris David Bach José Parra Moyano Michael R. Wade Julia Binder Howard H. Yu Simon J. Evenett Alyson Meister Salvatore Cantale and Stefan Michel
    in I by IMD
    Summary
    Did our predictions for 2024 come true, a turbulent election year, bitcoin and CBDC, COP29 and electric cars, China, EU integration and Euro football
    Read more
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Finance
    Future Readiness
    Geopolitics
    Strategy
    Sustainability
    Browse all topics
    The strategic imperative
    By Julia Katharina Binder and Knut Bjarne Haanaes
    in Binder, Julia Katharina (Ed.); Haanaes, Knut Bjarne (Ed.) / Leading the sustainable business transformation: A playbook from IMD, pp. 59-62 / Hoboken: Wiley, 2025
    Summary
    In a world where change is the only constant, the strategic imperative for sustainability is not just a theoretical construct – it’s a call to action. This section of the book delves into the core strategies that will enable businesses to thrive i...
    Read more
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Business Transformation
    Innovation
    Strategy
    Browse all topics
    Framing the conversation
    By Julia Katharina Binder and Knut Bjarne Haanaes
    in Binder, Julia Katharina (Ed.); Haanaes, Knut Bjarne (Ed.) / Leading the sustainable business transformation: A playbook from IMD, pp. 1-7 / Hoboken: Wiley, 2025
    Summary
    In late 2020, as the world began to emerge from the worst of the COVID-19 pandemic, Wärtsilä, a Finnish corporation specializing in power systems, made a bold decision. Despite being a well-established company with a strong track record in...
    Read more
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Strategy
    Leadership
    Disruption
    Browse all topics
    Related content
    Book
    Leading the sustainable business transformation A playbook from IMD

    Based on extensive research conducted in the past several years at the International Institute for Management Development in Switzerland (IMD), Leading the Sustainable Business Transformation: A Playbook from IMD helps readers understand why susta...

    Business Transformation Sustainability Organizational Design
    Edited by Julia Katharina Binder and Knut Bjarne Haanaes
    Published by Wiley, © 2025
    Read more
    In the field with the International Olympic Committee
    By Florian Hoos Giovanni-Battista Derchi and Valerie Keller-Birrer
    in In the Field 19 December 2024
    Summary
    How can a non-profit organization implement a carbon accounting system to promote sustainability in sports without impacting culture and collaboration?
    Read more
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Sustainability
    Accounting
    Strategy
    Browse all topics
    Related content
    Case Study
    Inspiring sustainability in sports: Carbon emission management at the International Olympic Committee

    The case highlights the significant role played by the International Olympic Committee (IOC) in reducing its environmental footprint and promoting sustainability in sports. As the leader of the Olympic movement, the IOC bore the responsibility of ...

    Sustainability Accounting Strategy
    By Florian Hoos, Giovanni-Battista Derchi and Valerie Keller-Birrer
    Case reference: IMD-7-2512, © 2024
    Read more
    NTT at a crossroads (B): Mapping growth options
    By Patrick Reinmoeller
    Case reference: IMD-7-2352 ©2024
    Summary
    Building on NTT (A), the case starts with NTT’s CEO having narrowed down strategic growth options with the board to prepare NTT for the future. Past international investments in AT&T Wireless and KPN to tap into foreign markets had resulted in billion $ write offs and stopped international acquisitions. However, after reviewing the disruptive changes facing the ICT industry and considering the shareholders’ views, CEO Miura committed to internationalization. The B case details NTT’s growth strategy focused on internationalization, while considering the need for new capabilities and technologies. It provides more insights into NTT, its opportunities and the Japanese experience with M&As and ends with Miura’s determination to quickly grow through international expansion to prepare NTT for the future.
    Reference IMD-7-2352
    Copyright ©2024
    Copyright owner IMD Copyright
    Organization Nippon Telegraph and Telephone
    Industry Services, Telecommunications;Information Technology
    Available Languages English
    Contact

    Research Information & Knowledge Hub for additional information on IMD publications

    Related topics
    Strategy
    General Management
    Digital
    Disruption
    Browse all topics
    Related content
    Case Study
    NTT at a crossroads (A): Quest for growth

    NTT Corporation, Japan’s information and communication technologies (ICT) leader since 1953, was the first to commercialize internet usage on mobile phones in the 1990s, which resulted in NTT achieving much success in Japan. However, by the end of...

    Strategy General Management Digital Disruption
    By Patrick Reinmoeller
    Case reference: IMD-7-2351, © 2024
    Read more