Vodafone: Building a global organization
Vodafone, the world’s largest mobile telephone network operator, was one of the great growth stories of the 1990s. Founded in the early 1980s, Vodafone first built a strong base in the UK, and then expanded abroad in the late 1980s and early 1990s. By 2000, Vodafone had the largest network in the world and shifted its attention to a new priority: creating an effective global organization that would capture synergies in revenue growth, cost reduction, and capital expenditures. The challenge would not be easy. Most of Vodafone’s operating companies had their own brand names, distinct channel strategies, and local product strategies. Exactly how to design and manage the new organization was not clear.
This integrative case begins with a discussion of industry forces and company strategy, and then examines the process of designing a global organization. Next, it focuses on global branding, which involves not just setting a brand strategy and migrating local brands, but also executing a global campaign of communications and sponsorships.
Vodafone
2000-2001
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.
Research Information & Knowledge Hub for additional information on IMD publications
The China Resources Beer (CR Beer) case study is a compelling narrative of the world’s largest beer producer by volume under the leadership of CEO Hou Xiaohai. In 2016 CR Beer embarked on a pivotal transformation journey. This case study offers cr...
Five friends created DIDA in 1983 and turned it into a global provider of IT infrastructure and services. Riding the wave of rapid growth of communication networks and increasingly global business relationships of corporations, DIDA established it...
in I by IMD 5 February 2025
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD 3 February 2025
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD Brain Circuits 28 January 2025
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD 28 January 2025
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
NTT Corporation, Japan’s information and communication technologies (ICT) leader since 1953, was the first to commercialize internet usage on mobile phones in the 1990s, which resulted in NTT achieving much success in Japan. However, by the end of...
Building on NTT (A), the case starts with NTT’s CEO having narrowed down strategic growth options with the board to prepare NTT for the future. Past international investments in AT&T Wireless and KPN to tap into foreign markets had resulted in bil...
Research Information & Knowledge Hub for additional information on IMD publications