Convergys (GE McKinsey matrix)

Headquartered in Cincinnati, OH, Convergys is one of the world’s leadin providers of contract-based business process outsourcing services such as customer care (both inbound and outbound call handling for sales, marketing,
and tech support), information management (e.g., billing and processing), and HR administration (employee care services such as benefits and payroll operations, staffing, and training). Some of its major clients include AT&T Mobility (formerly Cingular), DirecTV, and the US Postal Service.

Managerially complex

A case study is deemed managerially complex when its solution is ambiguous, unclear, or requires extensive judgment calls; it is best suited for advanced students or executive education settings.

Technically complex

A case study is deemed technically complex when its solution requires extensive data manipulation, or when it requires to juggle with more than one marketing model.


Some case studies depict historical problems taking place decades ago. While graduate students and executive education participants have no problem with these cases, undergraduate students might find them dated.

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