Case | HBS Case Collection | November 2000 (Revised June 2010)

Bush Boake Allen

by Stefan H. Thomke and Ashok Nimgade


Bush Boake Allen, a flavor and fragrance firm, is considering strategic options that would integrate customers into its innovation process via a potentially disruptive Internet-based technology. As this approach could result in dramatic changes to the firm's business model and relationship with customers worldwide, Julian Boyden, president, CEO, and chairman, faces serious opposition from senior managers.

Keywords: Customer Focus and Relationships; Disruptive Innovation; Technological Innovation; Management Teams; Product Design; Organizational Change and Adaptation; Conflict Management; Internet; Chemical Industry;


Thomke, Stefan H., and Ashok Nimgade. "Bush Boake Allen." Harvard Business School Case 601-061, November 2000. (Revised June 2010.)