Management learning in Markstrat: The ICL experience

International Computers Limited, a $1.7 billion information-systems company, created a comprehensive marketing-development program to make its managers internationally competitive in industrial marketing. Markstrat contributed greatly to the success of this program. Its contribution was due partly to Markstrat's ability to adapt to the widely different learning styles of managers and staff around the world, and partly to the ability of Markstrat to evolve dynamically as more demanding skill levels were required by participants. All of this was made possible by the robust theory base on which Markstrat is built.