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| Author: | Sharpe, R. Coffey, M. |
| Title: | The new age of IBM ! International Business Machines |
| Journal: | Management Today
1988 : MAR, 3. p.121-144 |
| Index terms: | MARKETING STRATEGY COMPUTER TECHNOLOGY |
| Language: | eng |
| Abstract: | IBM never enters a market in the early stages: it waits until a massive investment of resources is justified. If product managers judge that IBM could not profitably develop and launch its own product, then a joint venture or collaborative marketing deal may be signed with an existing supplier. The corporation has just completed three years of stiff austerity programmes designed to push running costs down as far as possible. In line with the cost-cutting exercises thousands of staff have been pulled out of support roles and back offices. |
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