Page 6: Conclusion
This case study outlines how, in a fast-changing world, business organisations must frequently re-invent themselves. In a world of uncertainty the intelligent organisation needs to be able to recognise when the time is ripe to change. This may involve divesting itself of some of its former key parts and acquiring new parts which better reflect the realities of the new market place.
Marconi has risen to the challenge of the modern world of Information and Communications Technology. This required not only a change in scope and structure, but a change in branding. It is also involved in a series of activities related to repositioning the brand, such as investment in research at Cambridge University and a partnership in motor racing, as well as an internal shift in the culture of the organisation.