Honour the past ... invent the future
A BIC case study

Page 5: Conclusion

BIC sustains its leading position by communicating and adhering to some fundamental business principles and practices.

By focusing on its three product categories (stationery, lighters and shavers) and by identifying the various market segments the company is able to produce relevant products, some of which combine tried and tested products e.g. the BIC Cristal, and others that are genuinely innovative e.g. BIC Cristal Gel pens.

At the same time, BIC looks to move into new growth areas e.g. triple blade shavers, BBQ lighters and kayaks. In this way BIC is able to live up to its aim to "honour the past while inventing the future".

BIC | Honour the past ... invent the future


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