Case | HBS Case Collection | October 1993 (Revised November 1994)

Becton Dickinson & Co.: Multidivisional Marketing Programs

by Frank V. Cespedes

Abstract

In response to a potential competitive inroad at a key account, managers at Becton Dickinson are considering a multidivisional marketing effort.

Keywords: Marketing Communications; Accounting Audits; Management; Supply Chain Management; Organizations; Sales; Change Management; Health Industry;

Citation:

Cespedes, Frank V. "Becton Dickinson & Co.: Multidivisional Marketing Programs." Harvard Business School Case 594-060, October 1993. (Revised November 1994.)