| HBS Case Collection
(Revised from original 2000 version)
Bush Boake Allen
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;
Organizational Change and Adaptation;
Thomke, Stefan H., and Ashok Nimgade. "Bush Boake Allen." Harvard Business School Case 601-061, June 2010. (Revised from original November 2000 version.)