Case Study on Leica's organizational change within last 10 years

[LeicaCaseStudy]

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Hey guys, 

 

We are a team of 8 Master Students from Rotterdam School of Management and are currently doing a super interesting case study on Leica's transformation within the last decade. 

 

We are interested in structural changes within the Marketing (Brand Image / Vision) and New Product Development Department as we see the greatest change that tuned around the company (from almost bankrupt to very successful) in those areas. We also focus on Mr. Kaufmanns influence and initiation of the change of vision for the company and his role within the change since 2005 in general. 

 

ANY HELP, IDEAS, WRITTEN PAPERS ETC. WOULD BE VERY MUCH APPRECIATED! 

 

Questionnaire attached. We know the questions are very specific, but still hope there are some experts out there!

 

Questionnaire Leica Forum.pdf

 

 

 

 

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You might wish to juxtapose some views of older history in order to get a good perspective.

 

The Leica magazine number 1 1994 had an upbeat and short view of the transformation recently undertaken written by the company. Erwin Puts' big Leica book has a more thorough, but not entirely positive view. He chronicles  the transformation from traditional Grerman science and technology based establishment losing markets to the Japanese, via the destruction of archives and spare parts, to fashion house with a very capable optics annex.

 

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