Thursday, August 15, 2013

Changing the Corporate Culture at AXA: The Long and Winding Road

MANZONI Jean-François, BAILLOT Jean-Pierre 
©2013 INSEAD Case Study

This case examines the development of AXA, from a small mutual insurance company to one of the top 3 companies in the world. The case focuses more particularly on the period 2000-2012 and the CEO's efforts to change the culture of the organization to make it more customer- and employee-focused.

Pedagogical Objectives: The case is written to help instructors discuss the challenges faced by CEOs when they try to change the culture of a large, international organization. At AXA, Henri de Castries's challenge is compounded by the fact that due to changing business conditions, he is pursuing a less