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

Published 29 Jul 2013
Reference 5951
Region Global
Summary

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.

Teaching 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

Keywords
  • Q41213
  • organizational culture
  • leading change
  • leadership
  • insurance
  • international expansion
  • customer orientation
  • vision
  • high performance organizations
  • Corporate Governance
  • Value Creation, Strategy and Implementation
  • European Competitiveness
  • Europe