Oxford Learning Lab

What do companies like IBM, HP, Unisys, GE, Ericsson, ABB, Michelin, and Nokia have in common? Despite working in very different industries and being of very different size and culture, they have all had to consider an important strategic issue. They [...]

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In 2006 the computer giant, IBM, announced the start of a massive advertising campaign called: "Innovation that matters." It included TV, print, outdoor and Web advertising aimed at positioning the company as supplying the means for corporations to i [...]

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The proactive creation of new products has been established practice for many years in a number of different manufacturing sectors. Leading organisations in those markets where this approach to new product innovation is a critical business skill have [...]

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Despite the fact that technology networks are the foundation of much of modern society, the services provided by technology companies and utilities have been a relatively neglected area of study. Books and conferences have been held on the marketing of consumer services, hospitality services, financial services and professional services. Very little, though, has been said about marketers who routinely deal with the work of engineers. Yet they include some of the largest and most famous businesses in the world: IBM, BT, Fujitsu, Ericsson, Michelin, Virgin, Nokia and HP. Marketing in technology sectors has been generally erratic and inconsistent. In some businesses it is depressingly tactical. Marketers with little experience, and even less professional training run around presenting PowerPoint decks to each other, chasing after the latest fad and throwing erratic, changing activities at the market each quarter. Many work on an unchallenged assumption that markets are fast changing and that customers only want least cost. Yet this industry has liberated human imagination in the internet and convinced the world that they must have a pc and a mobile phone. Some of the leading firms in it are now turning their attention to services.

The professional services sector of the world's economies is vast and varied. It encompasses a wide variety of businesses whose offer is based around specialist skill or knowledge. They range from executive search firms, recruitment agencies, legal p [...]

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