May 1997
Intermediate to advanced
173 pages
4h 49m
English
Content preview from The New Positioning: The Latest on the World's #1 Business Strategy
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57
Repositioning a
Software Company
A
s markets mature and technology changes, there are times
when a company requires new focus that will better suit
them in the future.
Changing focus in mid-market is one of the trickiest
maneuvers in marketing, as your timing must be exquisite.
First you must delicately balance your internal resources, as
you shift. Then you must figure out how you slow down sup-
port for the original business, while you use resources to ramp
up your business of the future. Then comes the real work:
dealing with all the internal egos who see their future threat-
ened.
No better case study illustrates this kind of situation than
that of Lotus ...
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