Hewlett Packard Co. (US)
Hewlett
Packard attempted to reinvent itself in 2002 in a controversial merger with
competitor Compaq.
Full integration of what were already two huge businesses seemed at first to have gone
smoothly, confounding critics. The
new HP became a market leader in almost every aspect of computer-based
consumer and business technology, with two exceptions. Compaq lost leadership of the
US PC market to Dell, and the group trailed IBM
in IT services and consultancy. The enlarged business also remained over-dependent on its original printers business
for profits,
showing that it still had some way to go before it could call the merger a
success. The board certainly thought so, and forced out high profile CEO
Carly Fiorina, the architect of the merger, in early
2005. Despite distracting legal problems during 2006 resulting from the ousting
of Fiorina, new CEO Mark Hurd has demonstrated a firm grasp on the business, and HP
knocked Dell off its perch as the global #1 in PCs in
early 2007. Its planned purchase of EDS in 2008
will narrow the gap with IBM in IT services. Advertising Age estimated global measured advertising expenditure of
$739m in 2006, making HP the world's #40 advertiser. Click here to access the Adbrands profile (subscribers only); or
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