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Internal Marketing by Mohammed Rafiq, Pervaiz K. Ahmed

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Case Study 1

Atlantic Richfield Company:using internal marketing toimplement change

The Atlantic Richfield organization (ARCO) consists of a number of semi-autonomous operating companies, with a corporate overseeing unit. The operating companies are variously engaged in oil and gas development, petroleum products and services, coal, copper, chemicals, transportation, international oil and gas development, and new ventures. The major companies are scattered around the USA, with major operating arms having headquarters in Los Angeles, Dallas, Philadelphia and Denver. The management philosophy historically was, and continues to be, one of decentralization and local autonomy.

While many other companies were still considering whether to introduce ...

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