EMC Success Story Featured in 'Radical Marketing,' New Business Book
HOPKINTON, Mass.--(BUSINESS WIRE)--Feb. 3, 1999--Long recognized as a leader in the information technology industry, EMC Corporation's dramatic rise of into the upper echelon of global corporations is now profiled in a new business book that highlights EMC's unrelenting focus on its customers and its development of industry-leading products.
The newly released book, ''Radical Marketing: From Harvard To Harley, Lessons From Ten That Broke The Rules And Made It Big'' (HarperBusiness ISBN 0887309054), by authors Sam Hill and Glenn Rifkin, explores the successful strategies of some of the world's most dynamic organizations. EMC joins a diverse list of ten, including Harley-Davidson, The Grateful Dead, Boston Beer Company and Virgin Atlantic Airways, that have taken unique approaches to achieving unprecedented success in their fields. EMC is the only information technology company featured.
The book details EMC's triumphs against its much larger competitors and its rise to become the world's leading provider of enterprise information storage systems and software for all major computer platforms. When EMC's flagship Symmetrix storage systems were introduced in 1991, the company had little presence in the external storage market. Through a combination of superior technology, time-to-market focus and extensive interaction with customers, EMC was able to establish itself as the storage leader, now commanding 35% of a market the company expects will grow to $35 billion by 2001.
''Many of the things that EMC has done over the years have flown in the face of conventional wisdom, from its initial technology to its interaction with customers,'' said co-author Rifkin, a veteran business journalist. ''At the time it seemed radical, but EMC was able to make storage, once merely a peripheral, strategic and was able to get customers to see the dramatic impact that an EMC storage system could have on their business. By doing that EMC created a new set of rules and, in effect, let its customers become its marketing department. It is a classic example of radical marketing and one that is being copied by many others in the high tech industry.''
Michael C. Ruettgers, EMC's President and CEO, said, ''Some have joked that EMC really stands for 'Everyone Meets Customers,' but that concept is a major reason for our success. By listening to customers and developing long-term relationships, we have been able to develop technology that helps our customers save money, make money and gain competitive advantage. We call it 'The EMC Effect' and while we never thought of it as radical, it is gratifying to be included in such a prestigious list of organizations who have also realized the benefits of focus and of knowing your customer.''
The book was co-authored by Rifkin and Sam Hill, co-founder of the Helios Consulting Group and a veteran marketing executive. Rifkin has written extensively for the New York Times and is co-author of ''The Ultimate Entrepreneur: The Story of Ken Olsen and Digital Equipment Corporation.'' The ten companies profiled in the book are: EMC, The Grateful Dead, Providian Financial, Harley-Davidson, The Iams Company, The NBA, Snap-on Tools, Virgin Atlantic Airways, Harvard Business School and Boston Beer Company.
EMC Corporation, a Fortune 500 company based in Hopkinton, Massachusetts, is the world's technology and market leader in the rapidly growing market for intelligent enterprise storage systems, software and services. The company's products store, retrieve, manage, protect and share information from all major computing environments, including UNIX, Windows NT and mainframe platforms. The company has offices worldwide, trades on the New York Stock Exchange under the symbol EMC, and is a component of the S&P 500 Index. For further information about EMC and its storage solutions, EMC's corporate web site can be accessed at emc.com.
EMC and Symmetrix are registered trademarks and EMC Enterprise Storage and TimeFinder are trademarks of EMC Corporation. Other trademarks are the property of their respective owners.
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Contact:
EMC Corporation
Rick Lacroix, 508-435-1000 (Ext. 77261)
lacroix_rick@emc.com
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