Cisco Systems is a U.S.-based multinational corporation that designs, manufactures, and sells networking equipment. Founded in 1984, Cisco became a giant in the telecom industry, due in large part to the rapid growth of the Internet in the mid-1990s. Subsequent acquisitions (23 companies in the year 2000 alone) and globalization efforts further positioned Cisco as a dominant competitor in the technology industry.

After more than a decade of successful growth, Cisco—like many other companies in the technology sector—was forced to restructure its organizational strategy in response to technological advancements and changes in consumer needs. Determined to stay ahead of its competitors, Cisco opted to transition from a decentralized operation that focused on individual customer groups to a more centralized operation that focused on technologies for all consumers. Combining their vision and strategy, Cisco then revised their mission statement to emphasize their continued authority on customer advocacy and its customer-centric culture. In 2013, Cisco released the following informal mission statement:

Our vision and strategy—to become our customers’ most strategic business partner by delivering intelligent networks and technology and business architectures built on integrated products, services, and software platforms—is in our view, enabling our customers’ success, as well as our own.

To prepare for this Learning Reflection, further investigate the history of Cisco Systems by examining the Gulati case study, Cisco Systems (2001): Building and Sustaining Customer-Centric Culture, located in the Learning Resources. Consider whether you believe Cisco’s transition from a decentralized to a centralized organization is consistent with its informal mission statement. Then, determine whether this organizational transition provided momentum for this business’s future strategy and why. Conduct additional research, as needed, to further explore Cisco Systems.


Explain whether alignment exists between Cisco’s new centralized organization and its mission statement. Are they consistent with each other? Why?
Explain whether Cisco’s organizational changes provided momentum for future business strategy and why.
Support your ideas with references to the case study, this week’s Learning Resources, and your own experiences/additional research.