Diversey and the Creation of the "Internet of Clean"
Diversey, a "global provider of commercial cleaning, sanitation and hygiene solutions," has implemented a new value proposition as part of its digital transformation, changing from a pipeline business into a knowledge-based platform business. Along the way, it heavily influenced the cleaning and hygiene industry, which had been mostly untouched by digitization.
Collection: IESE (España)
Ref: SI-202-E
Number of pages: 16
Publication Date: Jul 25, 2018
Description
Diversey, a "global provider of commercial cleaning, sanitation and hygiene solutions," has implemented a new value proposition as part of its digital transformation, changing from a pipeline business into a knowledge-based platform business. Along the way, it heavily influenced the cleaning and hygiene industry, which had been mostly untouched by digitization.
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Year: 2017
Geographic Setting: United States
Learning Objective
This case is helpful to understand the creation and launch of a new value proposition in an established company. Participants learn the steps of a new value proposition, we introduce the notion of key users and the concept of Job to Be done. We also analyze how the new value proposition differs from the traditional one and identify incentive misalignment, as well as a need to change the entire job of the sales function, who move from a product to a service model. At the end, we identify how the organization needs to change if it is willing to fully embrace the internet of clean
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