Case Study: Change Management & Leadership at Microsoft

Item Type	Case Study
Abstract	Satya Nadella was formally introduced as the CEO of Microsoft on February 4, 2014. He started his first day on the job amongst worrying news. Quarterly PC shipments were at that time around 70 million, while over 350 million smartphones were sold at the same time. Hence, Both Apple and Android operating systems were expanding rapidly. Microsoft’s core market, which had stood strong since its foundation, was suddenly being threatened. It was therefore not surprising, that at an internal poll at Microsoft, most employees thought the company was headed in the wrong direction. Thus, Nadella set himself a series of ambitious goals for turning the company around and reaching his vision of “One Microsoft”.
Authors	Gotsch, Mauro Luis; Lienhard, Severin Dominic & Schögel, Marcus
Language	English
Subjects	business studies economics information management
HSG Classification	contribution to education
Date	4 September 2019
Publisher	Institut für Marketing
Place of Publication	St.Gallen
Contact Email Address	mauro.gotsch@unisg.ch
Additional Information	This is a teaching case study, used in the starting week of the master in marketing management at the University of St. Gallen.
Depositing User	Mauro Luis Gotsch
Date Deposited	02 Nov 2020 15:15
Last Modified	20 Jul 2022 17:43
URI:	https://www.alexandria.unisg.ch/publications/261336

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Gotsch, Mauro Luis; Lienhard, Severin Dominic & Schögel, Marcus: Case Study: Change Management & Leadership at Microsoft. St.Gallen : Institut für Marketing, 2019.

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https://www.alexandria.unisg.ch/id/eprint/261336

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