個案總覽

Idea brokers are good at sparking cross-divisional innovation through their broad social networks. But implementation-marshaling resources and getting various stakeholders on board-requires dense webs of strong interpersonal relationships.

In early 2003, CEO Ben Verwaayen and Chief Broadband Officer Alison Ritchie of BT Plc. are trying to transform the former British Telecom from a stodgy telephone company into a 21st century broadband company. Their efforts to focus the firm on broadband issues within the UK are being thwarted by a reluctant management team. Discusses the problems Verwaayen and Ritchie face in forging a social revolution within BT and illustrates the challenges of cross line of business innovation.