International Business Machines Corp.: E-Business campaign

Mariko Fujinaka

Long associated with mainframe computers, International Business Machines Corporation (IBM) struggled in the late 1980s because it was unable to deal with a world dominated by personal computers and other changes in the marketplace.

International Business Machines Corp.: E-Business campaign

Mariko Fujinaka

OVERVIEW

Long associated with mainframe computers, International Business Machines Corporation (IBM) struggled in the late 1980s because it was unable to deal with a world dominated by personal computers and other changes in the marketplace. The fortunes of the giant corporation spiraled downward and touched bottom in 1993. A management shakeout led to a major change of direction as IBM rebranded itself as a solutions company. The company introduced its "Solutions for a Small Planet" marketing campaign in 1995. The tagline from this campaign was then used on the "E-Business" campaign that...

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