Publications
Publications
  • October 1993 (Revised November 1994)
  • Case
  • HBS Case Collection

Becton Dickinson & Co.: Multidivisional Marketing Programs

By: Frank V. Cespedes
  • Format:Print
  • | Language:English
  • | Pages:21
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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.)

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