Executing Product Broadening Procedures for the Sustainability of an Innovation Organization - A Contextual Analysis of Microsoft Corporation

Started in 1975, with a view to develop and vend BASIC interpreter, today, Microsoftdevelop, produce, license, support and sell worldwide software, user-level electronics,personal computers, and allied services. The company is world-famous because of its bestsoftware products Windows operating systems, Office suits, IE and Edge. The company’snotable hardware pieces are Xbox and Microsoft Surface family touch-screen computers.The company is listed as the top software company by Forbes Global for many years. Fromits inception to date, the company is maintaining top ranking technology-wise, product-wise,service-wise, revenue-wise, and growth-wise. It is possible for the company to sustaingrowth because of the integration and implementation of product diversification strategy.Over the years the company transformed from just a developer and seller of interpreter toproducer & marketer of wide variety of software-hardware products. This paper analyses thestrategies the company adopted and incorporated in diversifying product and services lineupto sustain growth and maintain market stability. It also analyses the relevance andacceptability of different Microsoft products, its customer base, and software market shareand near future strategies