Case studies

Philip Morris International (PMI)

Embarking on an innovation learning journey

PMI is the world’s leading international tobacco company, with six of the world’s top 15 international brands and products sold in more than 180 markets. PMI is also engaged in the development and commercialisation of Reduced-Risk Products (products with the potential to reduce individual risk and population harm in comparison to smoking cigarettes). To help strengthen their organisational capabilities, PMI chose Deloitte to guide them on their innovation ‘learning journey’.

In mid-2015, our Swiss-based global account team started a broad ranging discussion with PMI’s most senior executives, engaging Deloitte Centre for the Edge and Singularity University to cover topics such as consumer behaviour and experience, scalability, regulated markets, and ecosystems. Based on a series of executive interviews, we conducted a scoping workshop with the CEO and CFO, selecting twelve candidate companies to visit as part of an innovation ‘learning journey’, specifically start-ups in social media, wearables and personalisation, companies in transition to corporates, and more traditional blue-chip innovators. During the two-day visit to Silicon Valley in December, we introduced seven members of the PMI executive team to people and thinking that could inform their approach to technology-enabled business model innovation.

A subsequent workshop, led by Deloitte in January 2016, allowed the entire PMI executive team to explore five innovation imperatives derived from the Silicon Valley trip, thus helping them determine how to approach innovation across their business

Deloitte listened carefully to our needs and proactively deployed their best global specialists and eminent experts to bring relevant insights and perspectives that helped us in thinking through our innovation approach. They impressed us with their confidence to address innovation as a topic, with the quality of the expertise that they were able to contribute, and with the boldness of the programme that they led us through. Deloitte’s selection of companies to visit, hands-on facilitation, and quality discussion helped us to cover all critical aspects of our innovation journey.

— Jacek Olczak, Chief Financial Officer, Philip Morris International

This client story is from the Deloitte Switzerland Annual Review 2016

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