Driving forward a business start-up
A Marconi case study

Page 1: Introduction

    From the 1990s onwards we have seen the development of a ‘new economy’ based on the new realities of an ultrafast, ever-changing environment in which communications technologies have transformed the way in which the world carries out business. Previously, the major players in the world economy were the big industrial battalions - the companies that produced physical...
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Page 2: Refocusing the company

Marconi had a highly successful history in the consumer electronics market and eventually became part of GEC as a result of a take-over. GEC was one of the UK’s major success stories of the 20th century. By the 1990s it had become a major household name providing a diverse range of product lines varying from power stations, to heavy engineering and train building. The company was a...
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Page 3: Using the power of the Marconi brand

In the event, the solution to the rebranding exercise did not require much thought. The name Marconi is known throughout the world. Most school students and adults know that Marconi pioneered the radio, and the name Marconi has very strong positive associations in the world of communications.The wireless is the foundation of modern communication systems and in the public imagination, Marconi means...
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Page 4: Repositioning the business

The nature of a modern Information and Communications Technology business is that it is highly competitive and to survive and prosper in this field, organisations have to think globally. Marconi CEO Lord Simpson has pursued focus. He has built a business in the converging areas of telecommunications, software and information technology. His aim is to reap the rewards of explosive demand for...
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Page 5: Meeting the challenge

Internally Transforming Marconi in the way described in this case study has not just involved an overhaul of the external relationships of the organisation. In addition the change process has involved the development of a culture of start-up and entrepreneurship within the organisation. Internal change has involved everyone who works for Marconi embracing a set of shared beliefs that are essential...
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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...
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