3Com restructures global marketing

Networking giant 3Com is restructuring its marketing operations into a single global organisation.

The move will see the field marketing department merged with the product and solutions marketing department.

Karen Oddey, vice president of field marketing, has been made redundant and is leaving the company after 11 years. Oddey joined as part of 3Com's acquisition of BICC Data Networks in 1992.

Dave Zwicker, formerly vice president of the products and solutions marketing division, will head the new global organisation.

"We decided it would be better putting it all together to help us maintain a strong brand in the market," said Sandra van Vreedendaal, director of international communications at 3Com.

She stressed that the restructuring will have no effect on UK staffing levels, and said that the UK operation is hiring again.

"In the last six months we have hired 13 new people in the UK, and have openings for another four," said van Vreedendaal.

Since 2000 3Com has undergone major restructuring with over 6,000 redundancies including two UK country managers.

Keith Humphreys, an analyst at EuroLAN Research, explained that 3Com has had a rollercoaster ride over the past 10 years.

"After its revenues peaked in 1997 the vendor is at the same level as when it acquired US Robotics," he said.

Adrian Hurel, 3Com's former UK country manager, and now head of Allied Telesyn's European sales operation, maintained that the current climate is forcing all companies to restructure.

"This is not a surprise because there is a lot of change in the marketplace and companies have to move with these changes," he said.