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.
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.