Teaming a Product and a Global Market

Describes how one company broke into the global commercial market and became an industry leader. Spanning a 20-year period, this study details the Canadian Marconi Company's transition from being primarily a military supplier to becoming a larger, commercial force.

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This volume describes how one company broke into the global commercial market and became an industry leader. Beginning with a single product and building on each subsequent success, Canadian Marconi Company was able to successfully launch other products against incredible odds in a very competitive, high technology marketplace. Spanning a 20-year period, the book details Marconi's transition from being primarily a military supplier to becoming a larger, commercial force. Part 1 of the text describes the initial business venture, the obstacles Marconi faced, their few early successes, and their numerous initial setbacks. Part 2 begins with Marconi's first major success: a large and prestigious contract with Pan American World Airways. Using this as a spring board, the book elaborates on how Marconi capitalized on their newfound commercial success to become a global leader through increased exposure and new product development. This story not only details one company's business venture, but also outlines and expands on proven methods for corporate and individual success.