Information Technology and Open Source Marketing in the Participation Age

Grenoble Graduate School of Business: MBA Marketing Assignment schooling Technology and clean Source Marketing in the Participation AgePatrick PetitNovember 2007Executive SummaryThe social and efficient evolutions down the stairs way, known as the amour age, reflectfundamental changes in consumer behaviors. Although mess ar still interested in brands andproducts, they are conclusion the old-school advertising techniques out-of-sync with their lifestyle.

Todays advertisers seem to be facing quite a brain-teaser challenge to retrieve customerenthusiasm about brands and products. James Cherkoff and legion(predicate) other sharp observers of themarkets of the 21st century, think that the answer to this air lies in a phenomenon known as theOpen Source Movement, which has pioneered the epoch of the Participation Age.

Sun Microsystems, a computer manufacturer and packet vendor, headquartered in California,has made a bold move, following the sectionalisation of the dot-com business and the rise of thecommodity computing concept, by open-sourcing near of its intellectual property assets. Thecompany, influenced by the values and vision of the participation age, has adopted an open sourcemarketing strategy in a hit to broaden its market and improve revenues.

The company has been fairly self-made in this strategy. Suns return to profitability in 2007 maybe an indication that the company is starting to reap the benefits of such a strategy, although othercompanies of the Information Technology sector, like IBM, have been more successful than Sunin applying it.



It appears that in order to generate revenues out of free software, it is necessary toeffectively leverage other sources of revenues, which truly rely on the companys ability to deliverhighly difficult problem-solving solutions. To achieve that goal, it is recommended that Sunimprove its solutions offerings through a more global and repair integrated professional servicesorganization.

1 IntroductionThe social and economical evolutions under way, known as the participation age, reflectfundamental changes in consumer behaviors. Although people are still interested in...

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