Case | HBS Case Collection | February 2009

HP: The Computer is Personal Again

by Rajiv Lal and Cathy Ross


In September 2008, Todd Bradley, executive vice president of Hewlett-Packard Company's Personal Systems Group (PSG), gathered his thoughts before a meeting with his top executives and managers for product design and marketing. On the agenda was a discussion of strategic next steps for the group. Hewlett-Packard (HP), a technology company providing a wide range of products and services including computers, handheld devices, servers, and digital entertainment, employed 172,000 people and posted $104 billion in sales in 2007. PSG, one of HP's three major divisions, offered notebook and desktop personal computers, handheld mobile computing devices, monitors, workstations, and related support services. Bradley's PSG had played an important role in HP's financial success over the previous three years.

Keywords: Revenue; Product Positioning; Corporate Strategy; Computer Industry; Retail Industry;


Lal, Rajiv, and Cathy Ross. "HP: The Computer is Personal Again." Harvard Business School Case 509-010, February 2009.