In early 2003, General Manager Ben Verwaayen and Chief Alison Ritchie broadband BT Plc. trying to turn the former British Telecom from stodgy phone company in the 21st century broadband company. Their efforts to focus the company on broadband issues within the UK are now torn reluctant management team. The problems facing Verwaayen and Richie in the formation of a social revolution in BT and illustrates the problems of cross-line of business innovation.
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by Michael L. Tushman, David Kiron, Adam M. Kleinbaum Source: Harvard Business School 21 pages. Publication Date: September 27, 2006. Prod. #: 407001-PDF-ENG
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