All businesses are facing serious disruptions from shifting global economies, technical advancements, and the need for strong, consistently branded online multinational presence. Royal Philips Electronics of the Netherlands has found a way to respond to these challenges without jeopardizing its ongoing business.
A world leader in the consumer lifestyle, healthcare, and lighting industries, Philips integrates technologies and design into people-centric solutions, based on fundamental customer insights and the brand promise of “sense and simplicity.” With 50,000 products, 1,800 logos, a website present in 57 countries and translated in 35+ target languages, and 500 consumer marketing managers in the Consumer Lifestyle sector, Philips’ global brand management strategy requires an adaptive system of people, process, and technology to provide a unifying influence.
This case study tells the story of how Philips has met and is keeping pace with changing and often disruptive business environments by evolving operations and communications touchpoints in a just-in-time approach that maximizes global opportunity based on consumer need.
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