Macro-Environment Microsoft Corporation: Strengths, Weaknesses, Term Paper

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The best alternative is to divert Microsoft resources from copycatting an attempt a better, bolder form of technology to rival these competitors.

Resistance to change

Dropping out of the Internet search engine and downloadable music markets until a real, innovative change can be offered may be met with resistance from marketing staff, who wish to establish Microsoft as a continual player in these areas. But if Microsoft does not release a new offering to counteract its first-moving rivals Google and Apple, rather than produce imitations, it will only create an impression in the midst of consumers that Microsoft can no longer compete with its rivals as an innovator, only as a market follower.

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To meet resistance within the organization, Microsoft must create a clear vision and message that it is a leader, and has always been a leader in its industry, never a follower.

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