DeLaval offers products, systems and services for every stage of milk production. The solutions are used by millions of dairy farmers worldwide, every day. While DeLaval is currently a world leader, the competition is fierce.
The relatively hierarchical internal structure was one of the greatest challenges in the project. Another was the fact that competence in product development is dispersed globally.
In addition to an external marketing challenge, there was also an internal cultural challenge. This internal challenge became obvious in that matters were often delegated upwards, to managers, who in turn were expected to have total control over their designated areas. This was a typical ”star” culture, with the manager in the middle.