Cisco's Organization Culture
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Case Details:
Case Code : HROB069
Case Length : 12 Pages
Period : 1984-2005
Pub Date : 2005
Teaching Note : Available
Organization : Cisco
Industry : Information Technology
Countries : USA
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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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Background Note
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Headquartered at San Jose, California, US, Cisco was incorporated on December
10, 1984. The company was founded by a group of computer scientists, who
designed a software named IOS (Internet Operating System), which could send
streams of data from one computer to another.
This was loaded into a box containing microprocessors specially designed for
routing. In 1985, the company started a customer support site from where
customers could download software over FTP6
and also upgrade the downloaded software. Cisco, on its site, also provided a
database that contained information about potential software problems to help
customers and developers.
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By 1991, Cisco's support centre was receiving around 3,000 calls a month,
which increased to 12,000 by 1992. To deal with the large volume of
transactions, it built an online customer support system on its site.
In 1993, Cisco installed an Internet-based system for large multinational
corporate customers. The system allowed customers to post queries related to
their problems. Cisco also installed a trigger function called the 'Bug
Alert' on its website. The 'Bug Alert' sent e-mails on software problems
within 24 hours of their discovery.
Encouraged by the success of its customer support site, in 1994, Cisco
launched Cisco Information Online, a public website that offered not only
company and product information but also technical and customer support to
customers.
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In 1995, it introduced applications for selling products or services
on its website. This was done mainly to transfer paper, fax, and
e-mails to the web to save time for employees, customers, and
trading partners, besides broadening Cisco's market reach. In 1996,
the company introduced a new Internet initiative, 'Networked
Strategy' to leverage on its enterprise network to foster
interactive relationships with prospective customers, partners,
suppliers, and employees.
In August 1996, Cisco launched transactional facilities including
product configuration and online order placement connected to
Cisco's ERP systems. |
In 1997, it introduced the dial-in access from desktop
computers that enabled customers to place orders without accessing the Internet.
In the same year, it also introduced customized business applications for its
customers' corporate Intranets and automated the ordering process by linking
directly to Cisco's internal systems. Commenting on the growth of Cisco in the
late 1990s, Jeremy Duke, analyst at market research firm In-Stat7
said, "They are entering into the zone of the great phone companies, as
moneymakers and as builders of infrastructure. There's nobody like them."8...
Excerpts >>
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