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case competition
THE CASE 2008 | FULL VERSION
CBS Case Competition

Copyright © 2008 CBS Case Competiton www.casecompetition.com Thank you
On behalf of CBS Case Competition 2008 the case writers wish to thank
Bang & Olufsen A/S
Interviews
Alberto de Lucio, Head of Bang & Olufsen Southern Europe, B&O
Carsten Sander, Senior Director Scandinavia and Baltic, B&O
Flemming Møller Pedersen, Senior Director, Idea Factory, B&O
Flemming Nielsen, Sales Director, Enterprise, B&O
Henrik Messel, Senior Director, Technology and Platform, B&O
Kasper Eis, Director, Global Marketing, B&O
Lars Flyvholm, Director, Product and Business Management, B&O
Lars Topholm, Securities Analyst, Carnegie
Peter Petersen, Director, Business Innovation, B&O
Peter Thostrup, Executive Vice President, B&O
Torben Ballegaard Sørensen, former CEO, B&O
Song, video and layout
Pernille Zillmer (speak)
Philip Vensby, Tranzistor
Søren Raasted (property rights)
Claus Winther Jørgensen, B&O
Claus Hoelgaard Noer, B&O
Jan Hegermann Skræddergaard, B&O
Scott Neillands, B&O
Thomas Vistesen Andersen, B&O
Case test persons
Bjørn Ruwald, McKinsey & Company
Michael Wiatr, The Boston Consulting Group
Simon Friberg Andersen, Userneeds
Stefan Jung, Bain & Company
Thomas Joachim Hansen, FIH Partners
Thor Jørgensen, The Boston Consulting Group

Bang & Olufsen: In a Time of Strategic Change
The members of the Board of Directors and the management team met early one morning as they were entering the headquarters of Bang
& Olufsen (hereafter B&O). They were on their way to a series of crucial meetings that would determine the future strategy of B&O. Twelve consulting teams were each to present their views on the company’s future.
B&O is one of the most exclusive consumer electronic manufacturers in the world, focusing on audio, video, and telecom products as well as digital media and car-fi.
In the 1990s B&O was near bankruptcy whereas today its value is approximately EUR 550
million

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