Case Study Pages:
The expanding marketplace
Since its inception at the turn of last century, Telstra (or PMG as it was known then) has shifted its concentration from being a technology and product focused organisation to becoming a customer focused company practising Market Based Management (MBM). Telstra has adopted a market based management approach to give it a competitive advantage in an ever changing telecommunications market: a market that is constantly changing as a result of technology, competition and growing telecommunications product penetration.