Motorola in 2004: Zander's Challenge

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Case Details:

Case Code : BSTA101
Case Length : 16 Pages
Period : 1928 - 2004
Organization : Motorola
Pub Date : 2004
Teaching Note :Not Available
Countries : USA
Industry : Telecommunications

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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 Contd...

Repositioning the Brand

Motorola had traditionally been an engineering driven company. As cell phones increasingly became lifestyle appliances, Motorola found it difficult to deliver. So, in the early 2000s, Motorola hired experts from Apple Computer and Nike to give its phones a stylish image. Motorola realized that consumer-centric design was the key to success and chose Milan, the design capital of the world, for its 2002 product launch of fashion wear, shoes and furniture...

The Road Ahead

In December 2003, signaling a need to break from the past, the Motorola board superseded Mike Zafirovski and chose outsider Edward Zander, a former president of Sun Micro-systems as the next CEO. Zander was known to be an extraordinarily energetic manager, with the ability to get things done...


Exhibit I: Motorola's Product Launch in 2003


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