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Case Study

New ABB: From engineering powerhouse to technology leader

By Benoit F. Leleux and Jonathan Lachowitz

18 pages

December 2000

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Reference: IMD-1-0186

In 2000, ABB faced the challenge of convincing markets of its change for the old engineering powerhouse to a new technology leader. Despite its technological achievements, the company suffered from chronic low visibility, opacity due to the convoluted holding structure and Zurich listing, low association with new New Economy projects, etc. The case investigates the sequence of events undertaken by ABB in March 2000 to change its perception by the public. Discussion focuses on the various mechanisms available to bridge the value gap between the company and external stakeholders.

Keywords

Value Perception, Initial Public Offering, Change Management, Public Relations, Engineering, Electricity

Settings

World/global
Asea Brown Boveri
1st Q. 2000

Type

Published Sources

Available Languages

English

Related material

Teaching note, Video

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