The organisation, renamed Signode Industrial Group, employs 7,000 people, consists of 88 manufacturing facilities located on six continents and is focused on manufacturing and supplying products that package, secure and protect goods during production, shipping and warehousing (The Carlyle Group, 2014). While the emphasis is on margin growth, generating new revenue is key. Under the new management team, improving sales is a key initiative (Signode Industrial Group, 2014). The change in philosophy has allowed AIA to be more aggressive in pricing and comparing and contrasting