Ciscos brave new world
Article Type: Abstracts From: Strategic Direction, Volume 25, Issue 4
Burrows P.Business Week, 24 November 2008, No. 4109 Issue 4109, Start page: 57, No. of pages: 7
Purpose – Spotlights Cisco’s strategy for penetrating emerging markets. Design/methodology/approach – Highlights how Cisco is targeting the emerging economies for future orders; illustrates with examples of how they have been touting for business by convincing governments they can help them modernise their economies, build essential infrastructure and become leaders in the Internet age; provides the example of how they tried to secure a major deal in Saudi Arabia. Identifies the competition; describes how Cisco lost a major Saudi contract due to cost factors and highlights how cost issues have become a key factor for emerging economies in the present economic environment. Outlines how Cisco needs growth more than ever; refers to how the company’s stock has fallen in value; profiles Paul Mountford, Senior Vice President and provides his biographical and career details. Looks at how the company is making inroads into Russia and Brazil and draws attention to how Mountford’s emerging market group has boosted Cisco’s average sales. Originality/value –Examines how successful Cisco has been in gaining orders in emerging markets.ISSN: 0007-7135Reference: 38AB393
Keywords: Business development, Business performance, Cisco systems, Corporate strategy, Emerging economies, International trade, Managerial strategy, Market entry
