Ivey Publishing
Nortel Networks Comes Together
Product Number:
9B04C018
Publication Date:
05/14/2004
Revised Date:
10/07/2009
Length:
6 pages
Product Type:
Case (Field)
Source:
Ivey
Nortel, a supplier of digital network solutions, was a successful company for over 100 years. The company prided itself on low staff turnover and had recently focused on global markets. When Nortel acquired Bay Networks, a leader in the worldwide networking market, a new company, Nortel Networks was created. The leadership team for the new company has decided that within four months, Nortel Networks must develop a brand identify that will create a global presence and unite the employees with the company's vision. An advertising agency has presented a concept that features music from the Beatles. It is simple and has universal appeal. The concept, however, is a radical shift from Nortel's former corporate culture. The merger's leadership team must consider the implications of pursuing the new image.
Issues:
Disciplines:
Organizational Behaviour/Leadership
Industries:
Information, Media & Telecommunications
Setting:
United States, Large, 1998
Intended Audience:
Undergraduate/MBA
Price:
$5.30 CAD / $5.00 USD Printed Copy
$4.50 CAD / $4.25 USD Permissions
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