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CellCo: using metaphors to understand organizational identity

Published on May 1, 2018 Originally recorded 2012   10 min
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CellCo was a European mobile telephony provider,
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and the workshop aimed at exploring and addressing the strategic and operational implications of major changes in CellCo's business landscape. The most important one, that was that CellCo had been acquired by FixCo, another telephony provider in Europe. In 2000, CellCo was the fastest growing of the three largest players in its domestic market, with a market share of nearly 25 percent and an image of a dynamic, innovative, and very unconventional company. Then two strategic changes impacted on the company. First, CellCo purchased a domestic 3G license through competitive bidding and financed this purchase through huge debt. Second and shortly after making this purchase, CellCo was acquired by FixCo, a large European competitor that was the leader in its own domestic market. The workshop had eight senior members present and took place in 2002 and the instruction was very straightforward namely, we asked participants to individually and then collectively build a model of your organization and its competitive landscape. As materials, we relied on construction toy materials as outlined above. Now, what you see here is the outcome at the collective level.
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CellCo: using metaphors to understand organizational identity

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