Rebranding DSM: Creating Sustainable Shared Value
DSM, a global life sciences, business-to-business company, is in the midst of a massive multi-year corporate rebranding exercise to incorporate the concept of creating sustainable shared value. With few precedents in this industry, the company must develop its own processes and implementation. Students are challenged to define the next steps in the rebranding, including the promotion of DSM’s sustainability positioning as its key differentiator.
Collection: Ivey Business School (Canada)
Ref: IVEY-9B15A039-E
Format: PDF
Number of pages: 30
Publication Date: Jul 27, 2015
Language: English
Review date: Jul 24, 2015
What material is included in this case:
Description
DSM, a global life sciences, business-to-business company, is in the midst of a massive multi-year corporate rebranding exercise to incorporate the concept of creating sustainable shared value. With few precedents in this industry, the company must develop its own processes and implementation. Students are challenged to define the next steps in the rebranding, including the promotion of DSM’s sustainability positioning as its key differentiator.
Read more
Year: 2014
Geographic Setting: Netherlands
Industry Setting: Manufacturing;
Learning Objective
This case illustrates the decisions surrounding the rebranding of a company transitioning from a local chemical firm to an international, science-driven, sustainable organization. Students will be introduced to DSM’s major rebranding exercise, reinforced by the corporate strategy formulation process; the strategy’s structure and implementation; and the tracking system used to measure progress and success. The multi-dimensional nature of the case makes it suitable for use by students at all levels (undergraduate, MBA and executive education) in a wide variety of courses, including core marketing, brand management, sustainability and general strategy.
Leave your rating
"Rebranding DSM: Creating Sustainable Shared Value"
Register for free with IESE Publishing and enjoy all the advantages
What type of account do you want to create?
Choose account type
Professors
Academic Institutions
Companies
Individuals