Case Study: Gateway
Challenge
A the time
I joined Gateway as Communications Executive for its
Asian operations, the company had grown from a few dozen staff
to several hundred employees spread throught Japan,
China and Malaysia in the space of a little over a
year. And this rapid growth had come at
a price. Sales staff at retail outlets and call centers
were learning of new products and promotions from
customers. The Engineering group was failing to communicate
key product launches to Marketing. And, in many ways,
management and staff working throughout Asia were
acting as separate organizations with competing or
incompatible processes and goals.
Solution
It
was in this context that I led the rapid development
of this high-tech firm’s first comprehensive
corporate communications program for its far-flung
Asian operations. As a first step, I conducted a careful
analysis of the organization's highly complex information and communications
needs. I then detailed and gathered resource requirements,
hired and trained a management team for the new program,
reengineered company-wide knowledge management and
flow, and established supportive interactive and collateral
media and organizational processes.
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