INSEAD the business school for the world

Case Studies by Nana von Bernuth

3 case studies

by Publication Date
published: 20 Dec 2013

  • Topic: Entrepreneurship
  • Industry: Prepackaged Software
  • Region: Global

Show details ...

Abstract:
In mid-2011, Steven Birdsall, then a 46-year old senior vice president at SAP, revives and scales up a neglected line of packaged software called Rapid Deployment Solutions (RDS), within the global $20 billion software giant. Challenged by his annual evaluation to transition to a more strategic leader, motivated by a passion to build new businesses, and seeing a growing customer demand for less costly packaged software due to advances in cloud and mobile computing, Birdsall has the idea to create RDS as a standalone business within SAP. Despite internal resistance from SAP's account executives, partners and consultants, Birdsall succeeds in making RDS a $1 billion business in 2012, largely due to his ability to convince them - and customers - of its economic and market potential. His personal networks within the company play a critical role in gaining support and scaling up RDS globally.

Pedagogical Objectives:
This cases focuses on how leaders can develop a new business in a large company. Key teaching points: - how to work the organization to gain support for a new business - how leaders influence others to buy into a business vision

Keywords:
Corporate Entrepreneurship, Leadership, Career Change, Personal Networks, Sales Management, Software Industry, Sap Ag, Prepackaged Software

published: 20 Apr 2011

  • Topic: Strategy
  • Industry: Consumer Goods
  • Region: Europe

Show details ...

Abstract:
This case details the transformation of UK consumer goods company Reckitt Benckiser from 1999 to 2010, during which time CEO Bart Becht and his team attained exceptional growth, profits and stock market performance.

Pedagogical Objectives:
To learn how a CEO can transform a company and attain long-term profitable growth.

Keywords:
Leadership, Growth, Sustainability, European Competitiveness, Europe

published: 26 Jul 2010

  • Topic: Strategy
  • Industry: Consumer goods
  • Region: Europe

Show details ...

Abstract:
This case dscribes how Henkel's CEO, Ulrich Lerner, tried to transform the company during his tenure from 2000 to 2008. Although he partially succeeded in transforming several parts of the company, industry peers (notably Reckitt Benckiser in the UK) achieved far better results during the same period. The case allows students to analyze what worked in the transformation and also why the company's performance was not exceptional.

Pedagogical Objectives:
This case allows students to analyze why some company transformations are successful while others are not, and the role of leadership in the process.

Keywords:
Leadership, Performance, Strategy, Change Management, General Management, Transformation, Consumer Goods

by Publication Date


Share