Ericsson Appoints Exec for Brand Strategy

Ericsson has appointed Cesare Avenia to a new position in the group management team where Avenia will be responsible for driving the implementation of Ericsson's new brand strategy. Cesare Avenia has most recently served as head of the company's South East Europe market unit.


"We will move from traditional telecom to IP, we see how we move from being a hardware to a software business and we will see an evolution and modernization of the networks rather than the past years vast rollouts of new networks", says in-coming President and CEO Hans Vestberg. "This requires us to change our ways of working as well as business and engagement models. Our ability to develop competence, behavior and position are key success factors and we are repositioning our brand to capture these new opportunities."
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