That's one way to reinvent a company

Strategic Direction

ISSN: 0258-0543

Article publication date: 21 March 2008




Burrows, P. (2008), "That's one way to reinvent a company", Strategic Direction, Vol. 24 No. 4.



Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

That's one way to reinvent a company

Article Type: Abstracts From: Strategic Direction, Volume 24, Issue 4.

That’s one way to reinvent a company

Burrows P. Business Week, 15 October 2007, No. 4054, Issue: 4054, Start page: 78, No. of pages: 4

Purpose Examines the strategy implemented at Sun Microsystems by Jonathan Schwartz. Design/methodology/approach Reports on the strategy devised by Jonathan I. Schwartz to turn around the computer company, Sun Microsystems. Outlines how for two years Sun has been giving away copies of the Solaris operating system, reckoning that if more people use the company’s operating system for servers, it will result in companies feeling compelled to buy machines from Sun that use its software, and sign contracts to have them serviced. Puts forward how Sun’s investors have failed to be impressed and are concerned about Sun’s financial decline and lack of competitive edge. Traces the history of the company; identifies its founders; looks at where the company went wrong; draws attention to Schwartz’s corporate strategy for Sun’s future; describes his management style; refers to his relationship with McNealy Sun chairman; records how critics believe that the changes at Sun are too little and too late. Originality/value Presents a profile of Jonathan Schwartz of Sun Microprocessors.ISSN: 0007-7135Reference: 36BC153

Keywords: Business performance, Computer software, Corporate strategy, Leadership, Management styles, Microprocessor chips

Related articles