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Vision, Mission and Goals Case Study

Case Title:

Microsoft Under Steve Ballmer

Publication Year : 2004

Authors: Uma Shanker Shastry, T Phani Madhav

Industry: Information Technology and IT Enabled Services


Case Code: VMG0001

Teaching Note: Not Available

Structured Assignment: Not Available

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Riding on the personal computer (PC) revolution of the 1980s, Microsoft has emerged to become the reckoning force of the global tech industry. But in the late-1990s, Microsoft had a huge challenge – the Internet. Many felt the company had missed the boat due to its belligerent attitude about its future. Microsoft's woes became noticeable in 1997 when it came under the legal scanner for antitrust violations. Incidentally, when Bill Gates named Steve Ballmer as the CEO of Microsoft in January 2000, many felt the move would usher in a new era of leadership for the company. Steve Ballmer, who was known for his 'bulldog demeanour', was also popular for his steely discipline and marketing blitzkrieg.

Pedagogical Objectives:

  • To understand the need for changing the company’s mission statement as a part of reorganization at Microsoft
  • To understand the leadership style of Steve Ballmer
  • To discuss Ballmer's initiatives to bring in widespread changes at Microsoft and in steering and orchestrating the company's activities.

Keywords : Steve Ballmer; Microsoft's antitrust violations; Microsoft's mission statement; Vision, Mission & Goals Case Study; Microsoft's vision Version 2.0; Microsoft's re-organisation; Richard Belluzzo; Microsoft's stock options; Microsoft's business division


  • Introduction
  • Early years and career at Microsoft
  • Microsoft's bet on Ballmer
  • Ballmer's Mission
  • The Reorganization

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