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(Revised from original 2006 version)
BT Plc: The Broadband Revolution (A)
In early 2003, CEO Ben Verwaayen and Chief Broadband Officer Alison Ritchie of BT Plc. are trying to transform the former British Telecom from a stodgy telephone company into a 21st century broadband company. Their efforts to focus the firm on broadband issues within the UK are being thwarted by a reluctant management team. Discusses the problems Verwaayen and Ritchie face in forging a social revolution within BT and illustrates the challenges of cross line of business innovation.
Innovation and Management;
Organizational Change and Adaptation;
Tushman, Michael L., David Kiron, and Adam M. Kleinbaum. "BT Plc: The Broadband Revolution (A)." Harvard Business School Case 407-001, October 2007. (Revised from original September 2006 version.)