Company Case Notes Cisco
Company Case Notes
Cisco Systems: Solving Business Problems Through Collaboration
Synopsis
Cisco sells stuff to end-user consumers like you and me. It makes Linksys wireless routers that are in many homes. It also makes the trendy Flip video cameras. However, most of what Cisco sells is never seen by regular folks. Cisco is a tried and true business-to-business company. This case brings out the type of product that Cisco sells to businesses. But more importantly, it highlights the fact that Cisco transitioned from a manufacturer of hard goods to a leadership consultancy. The driving force behind Cisco’s own organizational behavior as well as its customer relationships is collaboration. Cisco has a culture that fosters, recognizes, and rewards collaboration within and without. Cisco collaborates with customers in order to help those clients better collaborate with their employees, suppliers, partners, and customers. This culture and execution of collaboration breaks down communication barriers. It has moved Cisco into the business of teaching other businesses to do what it has mastered. This has also helped Cisco to become a service provider in addition to the hardware products that it sells. Result, Cisco is emerging for a major global recession stronger and more flexible than it was before. With innovative new products and services, growing revenues, cash on hand, and competency in the bursting collaboration market, Cisco is a leader that many are turning to.
Teaching Objectives
The teaching objectives for this case are to:
1. Allow students to understand and appreciate the differences between consumer and business markets.
2. Identify real-world examples for the different buying situations.
3. Help students understand the differences between consumer and business buyer behavior.
4. Provide an opportunity for students to analyze product features and benefits that result for commercial customers.
Discussion Questions
1. Discuss the nature of the market structure
Cisco Systems: Solving Business Problems Through Collaboration
Synopsis
Cisco sells stuff to end-user consumers like you and me. It makes Linksys wireless routers that are in many homes. It also makes the trendy Flip video cameras. However, most of what Cisco sells is never seen by regular folks. Cisco is a tried and true business-to-business company. This case brings out the type of product that Cisco sells to businesses. But more importantly, it highlights the fact that Cisco transitioned from a manufacturer of hard goods to a leadership consultancy. The driving force behind Cisco’s own organizational behavior as well as its customer relationships is collaboration. Cisco has a culture that fosters, recognizes, and rewards collaboration within and without. Cisco collaborates with customers in order to help those clients better collaborate with their employees, suppliers, partners, and customers. This culture and execution of collaboration breaks down communication barriers. It has moved Cisco into the business of teaching other businesses to do what it has mastered. This has also helped Cisco to become a service provider in addition to the hardware products that it sells. Result, Cisco is emerging for a major global recession stronger and more flexible than it was before. With innovative new products and services, growing revenues, cash on hand, and competency in the bursting collaboration market, Cisco is a leader that many are turning to.
Teaching Objectives
The teaching objectives for this case are to:
1. Allow students to understand and appreciate the differences between consumer and business markets.
2. Identify real-world examples for the different buying situations.
3. Help students understand the differences between consumer and business buyer behavior.
4. Provide an opportunity for students to analyze product features and benefits that result for commercial customers.
Discussion Questions
1. Discuss the nature of the market structure