Becton, Dickinson and Company


Becton, Dickinson and Company (BD) is a leading medical technology company that develops, manufactures and sells medical devices, instrument systems and reagents. Focused on improving drug delivery, enhancing the quality and speed of diagnosing infectious diseases and cancers; BD is dedicated to improving people's health throughout the world. Founded in 1897 and headquartered in Franklin Lakes, New Jersey, BD has consistently used their technologies, resources and institutional knowledge to help improve health issues in communities worldwide for 110 years. BD's award-winning charitable initiatives, corporate giving programs and non-profit partnerships have continually made positive impacts on global health standards throughout the company's history. BD supports a wide variety of organizations with the common goal to combat the world's most pressing diseases and has participated actively in donations to non-profit and educational organizations in North America and throughout the world since founded 110 years ago.

The purpose of BD is "helping all people live healthy lives" and it is the inspiration behind the company's global enterprise. Treating each other with respect, doing what is right, always seek to improve, and accepting personal responsibility are considered their core values. The organization is most known for eliminating sufferings and death from diseases; hence the company's envisioned future is to become one of the best performing companies in the world.

BD is currently based in North America, Latin America, Europe and Asia Pacific with Edward J. Ludwig named as the Chairman and Chief Executive Officer in 2000. The first founders of BD, Maxwell W. Becton and Fairleigh S. Dickinson met in 1897 and decided to go into business together only months later and eventually named their medical device import company Becton, Dickinson and Company.


There are 2 general approaches when comes to designing a product, the top-down or the bottoms-up. The former generally focus more on the styling and aesthetics of the product followed by the functions while the latter focuses more on the functions of the product in comparison to the aesthetics. BD adopts the bottoms-up approach in their designing process as the company is a medical technology company which focuses more on the use of medical device.

Designer's definition on Product Design

It is the development of new ideas to make products easier to use, visually appealing and more efficient to manufacture. Product design does not begin with a sketch but with identifying a need which must be real and not some imaginary problem that someone else might have. With product designing, comes marketing. Designers should also figure out how to market it and continue the tradition of "doing more with less". Inspirations can come anytime from the oddest places one will miss. Designers should keep their mind open and make a conscious effort to remain aware of the world around them. Source of inspiration can come from magazines, knowledge base for what's there and what's not, and opportunities that designers can make the most of. Ideas are everywhere and all around us, coming from combination of common activities done in everyday life and not necessarily from the medical industry in the case of BD. Constant exposures to new and different experiences help in providing more inspiration and ideas.

Design teams

Interviewee Neville Chia, is the only trained industrial designer in the design department of BD located in Tuas, Singapore whereas there are other design teams in BD located around the world. In BD, teamwork plays a crucial part where members not only in the design teams work together as one. Another one of the important factors when working in BD is treating each other with respect. BD associates act with respect toward one another and those of whom they interact with. When there are disagreements, the members express their views openly and honestly dealing them with professionalism. Once they have come to a decision, the members act together in harmony. They are also committed to the highest standards of excellence in everything that they do - on behalf of their customers, shareholders, communities and themselves. They obtain their greatest sense of accomplishment from doing what is right and not what is useful. They ensure reliability, honesty, and are trustworthy in all of their dealings; keeping to their promises and putting it right if there were mistakes made. They strive continually to improve their services by studying their progress and learning from themselves and others how to do things more effectively and efficiently. Their commitment to quality goes beyond how well they serve their customers to include the way they deal with all people. Their way of doing things is as important to them as what they do. BD's employees have to accept personal responsibility by considering their individual involvement and to participate in any decisions that will reflect on their collective or individual reputations. Members treat the company's reputation as their own and try to make good use of their time and BD's resources, hence accepting personal responsibility for everything that they do.

Frameworks chosen

I will be analyzing and assessing on BD and its design processes and relevance it has to the industry using some of the frameworks. Each analysis and evaluation will reveal how BD functions, their strengths and weaknesses, and how are they related to the market.

SWOT Analysis (ERC Services Subcommittee, Workgroup on Creative Industries)

SWOT - strengths, weaknesses, opportunities and threats Analysis is a strategic planning method used to assess the strengths, weaknesses, opportunities and threats involved in a project or design process and how the company fairs in the industry. One can understand both the internal and external factors that are promising and unpromising to achieving the objective through identifying with the purpose of the designing process of the company.

Strengths - phases of the process that is supportive.

Weaknesses - phases of the process that is risky.

Opportunities - external circumstances that is helpful.

Threats - external circumstances which could lead the company's performance to destruction.

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