Becton Dickinson, a phenomenally successful company with 80% market share in the blood collection needles and syringes market is faced with environmental changes in customer buying (cost containment pressures in hospitals). It makes a very successful re-evaluation of the product, the policy and strategy of the channel. One of the largest clients threatens to leave them for the failure of their "low price" the request. Obviously, for the students who have succumbed to the threat of this customer could harm of "value added" traction, but the potential of the business on the line makes it difficult to be inflexible. "Hide
by Frank V. Cespedes, V. Kasturi Rangan Source: Harvard Business School 17 pages. Publication Date: 01 Oct 1991. Prod. #: 592037-PDF-ENG
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