Microsoft: Building a Collaborative Work Culture to Foster Innovation
| Case Code: HROB206 Case Length: 12 Pages Period: 2013-2019 Pub Date: 2020 Teaching Note: Available |
Price: Rs.300 Organization: Microsoft Corporation Industry: Technology & Communications Countries: United States Themes: Organizational Culture, Corporate Strategy, Leadership Style, Employee Development |
Abstract Case Intro 1 Case Intro 2 Excerpts
Introduction
In 1995, Microsoft Corporation (Microsoft) was a market leader in desktop computing with a 95% market share. Over the next decade, this dominance reduced and the company began to face a series of problems. Existing products were losing market share and new products were not taking off. This was especially the case from 2000 to 2010 when Microsoft lost considerable market share to companies like Apple and Google. By 2010, the company’s market share had dropped to 70% (PC and Mobile OS combined) (Refer to Exhibit I for products launched in the 2000s). Ed McCahill, former marketing manager at Microsoft, said, “You look at the Windows Phone and you can’t help but wonder, How did Microsoft squander the lead they had with the Windows CE devices? They had a great lead, they were years ahead. And they completely blew it. And they completely blew it because of the bureaucracy..
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