Publications
Publications
- October 1993 (Revised November 1994)
- HBS Case Collection
Becton Dickinson & Co.: Multidivisional Marketing Programs
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.)