Summary
The 2006 merger of Alcatel and Lucent combined two technology-oriented, innovation-driven organizations with a focus on communications solutions. Alcatel-Lucent's initial adoption of business technology (BT)-oriented marketing and positioning is strongly evident in how well-balanced and consistent its business value communication is for both IT and business stakeholders. However, as it either fails to meet several other key positioning criteria or targets them only at technical buyers, Alcatel-Lucent has positioned itself most like an IT vendor, rather than a BT one. This leaves Alcatel-Lucent with "greenfields" in which it can further develop its influence with and positioning to the increasingly important business buyer.
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