Case | HBS Case Collection | December 1992 (Revised November 1994)

Becton Dickinson Division: Marketing Organization

by Frank V. Cespedes


The marketing director for the largest division of a health care products company is reviewing the structure and staffing of the division's marketing organization. The division has authorization to hire an additional marketing manager. Hence, the immediate case decisions are: 1) whether to hire an additional manager; and 2) if so, what should be the role and responsibilities of a new manager within the marketing organization. Industry developments, budgetary considerations, and changing field sales and service requirements make this a complex decision with larger implications for the division's marketing strategy and implementation.

Keywords: Business Conglomerates; Health Care and Treatment; Human Resources; Recruitment; Selection and Staffing; Managerial Roles; Product Marketing; Measurement and Metrics; Organizational Structure; Strategy; Consumer Products Industry; Health Industry;


Cespedes, Frank V. "Becton Dickinson Division: Marketing Organization." Harvard Business School Case 593-070, December 1992. (Revised November 1994.)