Fundamental values and company structure
A company's values are the guiding principles that determine the way it behaves. BIC's values relate to its products, which ensure they are:
functional: designed to perform a specific function well e.g. to draw a line, produce a flame, shave hair. The key to achieving functionality is to adopt the most appropriate design, engineering and technology.
affordable: achieved by using appropriate design, materials production and distribution channels.
universal: capable of being used by anyone worldwide e.g. the ballpoint pen, the pocket lighter, the one-piece shaver.
Building on these fundamental values, BIC has established three core categories for products, based on a global range, designed for mass appeal. BIC then helps local retailers to select the products that best suit their own customers' needs from this range.
1