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Case
| HBS Case Collection
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2008
(Revised from original 2007 version)
Reinventing Ericsson
by
Das Narayandas, Vincent Marie Dessain, Daniela Beyersdorfer and Anders Sjoman
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Abstract
Carl-Henric Svanberg, CEO of the Swedish telecom infrastructure company Ericsson, has to reorganize the recovering company in late 2003 after a major industry downturn. He is convinced that only a more market-orientated and customer-focused organization will be able to remain competitive in this maturing, high-technology-focused industry. Presents his change project, in which the sales and marketing structure play a central role. Will his ideas allow the company to keep its customers and successfully go after new markets?
Keywords: Restructuring;
Customer Focus and Relationships;
Marketing;
Organizational Structure;
Sales;
Competitive Advantage;
Telecommunications Industry;
Sweden;
Citation:
Narayandas, Das, Vincent Marie Dessain, Daniela Beyersdorfer, and Anders Sjoman. "Reinventing Ericsson." Harvard Business School Case 507-075, February 2008. (Revised from original June 2007 version.)