Microsoft Corp., Redmond, Wash., reorganized its sprawling marketing organization in an effort to streamline major brand initiatives and lend overall consistency to its advertising. The software giant's move, the culmination of an intensive six-month process, centralizes responsibility for all marketing initiatives and budgetary control under Mich Mathews, named VP-marketing. The consolidation coincides with a companywide restructuring as Microsoft prepares for a new fiscal year, beginning June 1. The reorganization comes at a pivotal time for Microsoft, as potential remedies are under consideration in the federal antitrust ruling against it. The company's behavior and corporate image are more under scrutiny than ever as the case enters a new phase.
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Copyright April 2000, Crain Communications Inc.