Serban Teodoresco: From Survivor to Intrapreneur

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CASE STUDY. This case describes Serban Teodoresco’s life and career. In 1978 he entered École Polytechnique to study mechanical engineering but would ultimately make his name in Montreal and abroad as a market developer and intrapreneur.

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Serban Teodoresco: From Survivor to Intrapreneur: Abstract

Serban Teodoresco: From Survivor to Intrapreneur is a case study by Joëlle Piffault and Louis Jacques Filion.

As part of his responsibilities at Diversey, Serban Teodoresco is appointed operations manager for Southern Europe (Spain, France, Italy, Portugal). Although his home base is in Barcelona, he enrols in the Executive MBA program offered by the University of Chicago.

In 1996, Unilever acquires nearly all the shares of Diversey, and Serban Teodoresco is placed in charge of creating a new division, DiverseyLever Consulting. Its mission is to help companies avoid or manage the risk of food poisoning while protecting their trade marks. This requires him to make a shift from the role of manager to that of intrapreneur. He moves to Amsterdam but travels extensively throughout the world.

In 2002, a new transaction sees Diversey and DiverseyLever Consulting sold to the Johnson family of Racine, a small city on the outskirts of Chicago, Wisconsin. Serban Teodoresco’s division becomes known as SafeKey Group, a division of JohnsonDiversey, and he is appointed Operations Vice-President. He now oversees the Group’s international operations from his office in Racine and still travels extensively, but lives in Montreal with his family.

Additional information

Also available in French.

Teaching notes are available for professors. Contact the HEC Montreal Case Centre.

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