Case Name :      Lighting Up Philips’ Asian Entertainment Activities (B)

Authors :           Koen H. Heimericks, Mark Gunther, Margrit Lelieveld

Source :             Ivey Publishing

Case ID :            W14171

Discipline :        Strategy

Case Length :    08 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

The case illustrates how Philips’ new venture integration team applies a new capability, captured in the “sales integration approach” (SIA), to organically grow its Asian Professional Lighting Entertainment activities. The capability, designed for acquisition integration, has previously helped realize substantial growth (or sales) synergies in a recent acquisition. The main challenge is to understand how to apply the SIA to realize organic (instead of acquisitive) growth (i.e., internal development).