Marketing Matters: Three Cs Support the Alcatel-Lucent Shift Plan11/12/2014
- Since Michel Combes became the CEO of Alcatel-Lucent in 2013, attention has centered on his creation and implementation of The Shift Plan. This is the initiative to reposition Alcatel-Lucent from a telecommunications equipment generalist to an industrial specialist in IP networking, ultra-broadband access (mobile and fixed) and cloud technologies, at the heart of next-generation networks. The focus rightly has been on the restructuring of assets, technology and people, while the company's marketing efforts, which are also a major part of the shift, have been in the background. Alcatel-Lucent has opened a new chapter of The Shift Plan focused on innovation, transformation and growth.