Alfa Laval (Kenosha, WI) has introduced a new corporate identity to symbolize the changes the company is making to its organization and corporate philosophy. As part of the organizational change, Alfa Laval is centralizing its operations through a shared services approach to key areas including purchasing, production, logistics, support, and IT. In addition, Alfa Laval will be shifting its focus from product-based sales to an approach focused on each customer segment's specific needs and on after sales support.