Product details

SIRA is a quasi-governmental body in the throes of transferring itself into a commercially viable organisation totally independent of government financial support. Its ''products'' are in the high technology field, with software an important feature. Hardware must often be developed, however, to deliver the software. Technically its standing is very high in terms of track record, its people, and the perceptions of its customers. Commercially, however, it is very shaky and its key executives are not attuned to the realities of the market. A new Board of Directors, formed out of the old council but with a newly defined and clearly profit seeking role, is grappling with the change. The case is focused through the viewpoint of the newly appointed Marketing Director who is the only executive director with ''normal'' commercial experience outside SIRA.