In 1995, Johnson&Johnson (J&J), a large pharmaceutical, health-care, and medical devices firm, wanted to offer its key customers a single point of contact. This was a real challenge for the decentralized company with 150 companies that generated operating revenues of ฿15 billion. Internal and external analysts attributed the company’s previous success to an autonomous management structure that held managers accountable for the financial results of their independent operating companies. The focus of these managers was on making their operating companies run as efficiently as possible, and not on making the customer’s life easier. J&J’s customer had to take it upon themselves to deal with multiple invoices, multiple sales calls, and multiple contracts with the operating companies.