Alexy, O. (TUM School of Management); Henkel, J. (TUM School of Management); Hopf, G. (TUM School of Management); Mundl, W. (TUM School of Management)
Published in:
2008
Length:
23 pages
Data source:
Field research
Abstract:
By late 2006, Juergen Bauer, Head of Product Strategy for small and medium-sized enterprises of Siemens Enterprise Communications (SEN) is reviewing the company's competitive situation. Over the past years, technical leaps have led to considerable change in the industry and the advent of new competition in the form of the open source software product Asterisk is not exactly putting a halt to this. On the contrary, this even seems to exacerbate the problems that are pressing SEN already. Based on a thorough analysis of its current market position and potential opportunities and threats, Bauer will need to propose certain adjustments to SEN's strategy so that the firm will successfully be able to face the future.
