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Date Submitted: 09/11/2012 01:54 PM
Ericsson Refreshed
Live Case 2011-11-18
Group 6
2011-11-18
Internal Challenge and Opportunity
We have chosen to focus on the internal challenge. Our interpretation of the given
challenge is a new problem definition, which we have used to find new possible
solutions for you.
– New competitors and the competitive differentiators
– Motivate, engage and mobilize towards change
– Change Ericsson’s perception of what sells (more than just the product itself)
– Brand as a vehicle for driving change
The ‘ERICSSON REFRESHED’ Movement
In order to bring about internal change in a company of Ericsson’s size, it is of outmost
importance that the entire organization with all its 98,000 employees is involved in the
process. The ‘ERICSSON REFRESHED’ movement is a campaign aimed at bringing about
both major and minor changes within the organization, in order to make the
traditionally more ‘Engineering oriented’ Ericsson, better serve its consumers.
Form a Dedicated Team
As every good brand campaign, the Refreshed Movement requires a dedicated team
consisting of experienced professionals from the Brand Management, Marketing and
Human Resources Department.
Create a Buzz (Pre-launch)
The best way to convey the message throughout a highly decentralized and global
organization as Ericsson is through utilizing a wide range of internal and external media
to create hype prior to the actual launch of the campaign.
Internal Media Channels: the Ericsson Intranet, E-mail, Company Newsletter,
Notice Boards
External Media Channels: newspapers, television and the Internet.
Management awareness: The various levels and divisions of management must be
made aware of the concept, reason and the course of action for the campaign.
2
Ericsson Live Case
Group 6
2011-11-18
Launch Extravaganza
To have a lasting impact on the employees, and to highlight the importance of the
movement, it is important to treat the campaign as a significant...