11
Implementation of Project Management: Management of Change
Astrid H. Seeberg
The Bracco Group
Milan, Italy
I. Introduction
253
II. Why Change?
254
III. Change Starts in R&D
255
IV. Stepwise Approach to Introducing Change into the Development Organization
255
V. Structure of R&D After Change (1996)
259
VI. Philosophy of the Change Process
262
I.
Introduction.
In this chapter we intend to illustrate a successful change in management using the case of Bracco Corporate. Bracco is a middle-sized pharmaceutical company, essentially family managed, and a leader in one areacontrast media for radiology. It is one of the very few, truly global, niche companies.
