Cambridge Technology Partners: An Unconventional Marketing Model

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Cambridge Technology Partners: An Unconventional Marketing Model

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Research Abstract

Cambridge Technology Partners (Cambridge), established in 1991, is not a typical information technology (IT) services firm. At a time when most major IT professional services systems development projects were late and over budget, Cambridge stepped in and offered rapid, fixed-price, fixed-time, guaranteed results. The entire Cambridge organization is aligned around this strong value proposition, making Cambridge the best example of a market-focused organization in the IT services market. This best practice case study will examine the role of marketing at Cambridge and describe its unique, highly leveraged marketing model.