Siemens Medical Solutions: Creating a Customer-Focused Organization for Solutions Marketing

Abstract

Siemens Medical Solutions (SMS) offered innovative products and systems, clinical solutions, and services for medical professionals. Its latest project, transforming a hospital to digital records and processes, was experiencing serious delays that had damaged the relationship with the client. Management believed the underlying problem was that SMS was not using the correct approach to organization and processes for solutions marketing. The executives in charge of on-time completion and successful delivery of the project must now agree on a different recommendation.

Students will examine the infrastructure, customer offerings, and competitive landscape for Seimens Medical Solutions, as well as evaluate three potential organizational models (transient solutions, solutions streamlined enterprise, and adaptive solutions) to determine which represents the ideal structure for SMS. They will be able to identify the role of leadership in the organization, recommend how SMS should prepare for this change, and recommend how it would measure the transformation's success.

Citation

Sawhney, M., Balakrishnan, S., Balali, M., Gould, B., Stark, S. and Xu, L. (2017), "Siemens Medical Solutions: Creating a Customer-Focused Organization for Solutions Marketing", . https://doi.org/10.1108/case.kellogg.2016.000305