"One Microsoft": transforming market research at a tech giant

This event report explains how Microsoft transformed the efficiency and effectiveness of its market research function by pursuing a more holistic strategy.

"One Microsoft": transforming market research at a tech giant

Ben DeJarnette

In 2014, Microsoft was a tech giant in trouble, struggling to keep pace with its younger, nimbler competitors and hampered by stubborn internal divisions.

"Microsoft was really just an organization of independent business units, operating in what you could call silos," admitted Kevin Witenko, a Research Business Strategist at Microsoft. "Sometimes they collaborated together, but oftentimes they just butted heads."

But when Satya Nadella took over as Microsoft's CEO in February 2014, he ushered in the "One Microsoft" philosophy. "Satya recognized that in order for us to innovate,...

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