Re‐engineering at Dow Corning

Outlines the stages through which Dow Corning created new opportunities in new markets for product development in order to meet the company’s goals for growth. Dow Corning carried through its re‐engineering programme at a time of company growth and profitability,not of crisis. Argues that the success of company re‐engineering testifies to the importance of initiating adaptation from a position of strength and a healthy environment.