in the software domain, technology firms may have an advantage
in leading others in adapting innovative patterns of work.
For example, let us consider the collaboration between Lenovo
(the Chinese MNC in the personal computer business) and Ogilvy
& Mather (O&M), the advertising wing of the media group WPP.
Lenovo and O&M have moved their marketing services to a global
hub in Bangalore. A team of around 85 employees (20 representing
Lenovo and 65 representing O&M) in this marketing hub in India
is connected to the marketing staff of Lenovo and O&M in 60
countries around the globe. This experiment challenges the tradi-
tional belief that branding and advertising ...