Microsoft in 2004: Shaping a New Image

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Case Details:

Case Code : BSTA113
Case Length : 08 Pages
Period : 1998 - 2004
Organization : Microsoft Corporation
Pub Date : 2005
Teaching Note :Not Available
Countries : USA
Industry : Software

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts

Background Note

The management style at Microsoft had largely been shaped by Gates'personality. Gates personally believed that imposing business processes on the company only complicated matters. He saw no reason why so many people needed to be involved in the management of the company...

Business Strategy | Case Study in Management, Operations, Strategies, Business Strategy, Case Studies

The Reorganization

In January 2000, Gates decided to make Ballmer, his old friend and college mate, Microsoft's CEO. This move aimed at helping Gates to focus on technology issues. It also enabled Gates to maintain a low profile at a time when the antitrust proceedings had started attracting wide publicity...

Promoting a New Culture

To promote a new Microsoft to outsiders, Ballmer realized that the traditional ways of functioning had to change. Certain features, like a passion for technology, willingness to work hard, perseverance, and being self-critical remained as relevant as ever...

The Road Ahead

On November 13, 2003, in an interview with Business Week, Ballmer mentioned that people had "increased expectations" toward Microsoft. The company had to step back and say, "It doesn't matter how we may have seen ourselves; we have to see ourselves as others see us."...

Exhibits

Exhibit 1
Microsoft Stock Chart
Exhibit 2
Income Statement
Exhibit 3
Segment Revenue and Operating Income, Determined in Accordance with U.S. GAAP:

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