Features

Wake Up Call for HP

  • May 2000
  • By Technology Review

She's baaaack. Carly Fiorina, a former Hewlett-Packard temp, has returned to jolt the information technology giant out of its lethargy. Her goal is simple: Make the company "unbeatable" in the coming age of pervasive computing.

   

Back when she was a Stanford University undergrad, Hewlett-Packard president and chief executive officer Carleton "Carly" Fiorina worked as an HP temp shipping clerk. After graduation, she quickly moved on to bigger and better things, rising from AT&T account rep to lead Lucent Technologies' spinoff from the Bell mother ship. Her subsequent success as head of Lucent's Global Service Provider Business helped enable Fiorina to beat out a strong pack of rivals to win the top HP spot a year ago.

Fiorina returned to Silicon Valley to take the reins of a company bedeviled by inconsistent financial performance. Seeking to reinvent HP, she evoked its original "garage" spirit and launched a $200 million brand and advertising campaign that included a new logo emblazoned with the word "invent." She also cast aside HP's recent division into four semi-autonomous business enterprises, each with its own president and CEO, in favor of a more cohesive structure with one chief executive: Carly Fiorina.

 

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