Larry Ellison - The Source of Oracle's Wisdom
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Case Details:
Case Code : LDEN019
Case Length : 14 Pages
Period : 1976-2001
Pub Date : 2002
Teaching Note :Not Available Organization : Oracle Corporation
Industry : Computers and information Technology Countries : USA
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Excerpts
Developing Niche Products
In November 1976, IBM published a paper entitled 'The System R Project.' IBM had
worked on the System R Project for over a decade.
The paper mentioned about
Structured Query Language (SQL),11 a language for
obtaining knowledge about the data in relational database management system
(RDBMS - Refer Exhibit II).
The paper explained a mathematically backed method
for managing and finding information. After reading this paper, Ellison
visualized that the computer database industry in future would slowly shift from
the prevailing Hierarchical Database Technology12 to
the Relational Database Technology...
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Focus on Marketing
Since the inception of Oracle, Ellison had aggressively sought market share.
Ellison's marketing strategy for selling 'Oracle' involved focusing on the
software's three core strengths - portability, connectability and
compatibility. He asked his salespersons to market Oracle's RDBMS as
'one-size-fits-all computer software,' and highlight its core strengths.
Ellison described his 'Oracle' as 'promiscuous' since it was compatible with
almost every operating system available...
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Hiring the 'Right' People
Ellison firmly believed that employees were the most valuable assets of a
software company. When recruiting employees, Ellison valued intelligence
more than experience and maturity. He preferred "unruly geniuses" to more
experienced, stable people.
During job interviews, Ellison discussed things other than software.
According to a rumor, a person who had applied for a corporate finance job
ended up talking about thirteenth-century Italy during the interview... |
Excerpts Contd... >>
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