SAP's Transformation from a Product to a Service Provider

The case discusses the strategic talent and stakeholder management issues that SAP faces as it transforms itself into a service provider. In 2000, SAP first decides to establish business consulting to assist customers in implementing software solutions. After long and controversial discussions about the core competencies of SAP, the company finally sets up a unit on Business Transformation Services that aims to support companies to successfully transform their businesses. However, SAP quickly realizes that the company lacks the necessary skills and talent as well as visibility in the market to offer the new services. To address these challenges, SAP founds the Business Transformation Academy (BTA), a thought leadership network on business transformation that brings together SAP executives, customer executives and academics. Axel Uhl, Head of the BTA, needs to decide on how to best manage the Academy to achieve its objectives and maintain commitment from the different members while also supporting SAP's internal transformation.