The Transformation of AT&T

Published 01 Jan 1994
Reference 4421
Topic Strategy
Region North America
Summary

The case presents the restructuring and renewal undertaken by the company between 1984 through 1994 as it transforms itself from the US monopolistic provider of telecommunications to a leading global competitor in the fast developing infocom industry (a merger of the telecommunications, information, and entertainment markets). Based on over 25 interviews with corporate and business unit management, as well as published sources; the case discusses the various aspects of change from both the strategic and organizational aspects.

Teaching objectives

The case is multifaceted and can be used to discuss a number of topics including: Corporate transformation Corporate strategy Globalization Geographic/product line matrix Creation and integration of autonomous business units Leadership Corporate culture

Keywords
  • AR1994