商品敘述：

Supplement to case IMD780. This three-part case series examines the change management challenge of putting corporate marketing at the top of the corporate executive suite (C-suite) agenda in a business-to-business (B2B) multinational. It follows the four-year journey, from 2010 to 2014, of Mauricio Adade, the newly appointed chief marketing officer (CMO) of Royal DSM - a global leader in life sciences and material sciences headquartered in the Netherlands. The case series, together with the video supplement, delves into the issues faced by the company''s top leadership, including Adade, in its effort to transform a diversified industrial company into an organization with best-in-class marketing and sales capabilities. Case B focuses on the implementation journey during the period 2011-2014. Adade and his team adopted a new plan of action and positioned the corporate marketing department as a partner that worked with the business groups to deliver projects with quantifiable results. Did the new strategy work?

涵蓋領域：

CMO;Marketing;Business to business;Change management

相關資料：

Case Teaching Note, (IMD781), 12p, by Wolfgang Ulaga, Athanasios Kondis;
Video Short, (IMD794), 63p, by Wolfgang Ulaga, Athanasios Kondis

哪些人也有訂購？