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  • June 2007 (Revised February 2008)
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Reinventing Ericsson

By: Das Narayandas, Vincent Marie Dessain, Daniela Beyersdorfer and Anders Sjoman
  • Format:Print
  • | Pages:28
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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, June 2007. (Revised February 2008.)
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About The Author

Das Narayandas

Marketing
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