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Influencing Corporate Direction A Case Study from British Telecom

Influencing Corporate Direction A Case Study from British Telecom How can managers start to change the beliefs and direction of alarge organization What is the role which team learning tools can playin making such changes possible Illustrates the difficulties inimplementing a market strategy for the introduction of ISDNIntegratedServices Digital Networks. BTs opportunity cut across the conventionalorganization boundaries and challenged many of the mental models whichtypified current thinking. Demonstrates how a system of team learningbased on the Marlow Model can build new, more holisticmodels of the marketplace. From this kernel of understanding, thechallenge of influencing the direction of the organization at largebegan to emerge. Shares both the pitfalls and the successes to helpothers who may be considering setting out on similar programmes. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Influencing Corporate Direction A Case Study from British Telecom

Giles, William D.; Lewis, Rob
Marketing Intelligence & Planning , Volume 10 (4): 13 – Apr 1, 1992
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References (1)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0263-4503
DOI
10.1108/02634509210016641
Publisher site
See Article on Publisher Site

Abstract

How can managers start to change the beliefs and direction of alarge organization What is the role which team learning tools can playin making such changes possible Illustrates the difficulties inimplementing a market strategy for the introduction of ISDNIntegratedServices Digital Networks. BTs opportunity cut across the conventionalorganization boundaries and challenged many of the mental models whichtypified current thinking. Demonstrates how a system of team learningbased on the Marlow Model can build new, more holisticmodels of the marketplace. From this kernel of understanding, thechallenge of influencing the direction of the organization at largebegan to emerge. Shares both the pitfalls and the successes to helpothers who may be considering setting out on similar programmes.

Journal

Marketing Intelligence & Planning – Emerald Publishing

Published: Apr 1, 1992

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