IBM mini case- Marketing Management

1. IBM-The Worlds Biggest Innovator
What’s the relation between the HAL-9000 in 2001:A Space Odyssey and
IBM??

2. HAVE YOU EVER BOUGHT AN IBM
PRODUCT??
MOST PROBABLY NOT
THEN HOW DO YOU KNOW ABOUT
IT??

3. MAYBE, BECAUSE IT’S
EVERYWHERE

4. SO HOW DID IT ALL START?

5. EARLY SUCCESS(1911-1980)

6. BUT ALL WAS NOT WELL!!(1980-
1990)

7. LOUIS GERSTNER TO THE
RESCUE
IBM

8. THE TURNAROUND(1990-2000)

9. THE NEW IBM’S 8 PRINCIPLES

10. THE NEW IBM’S 8 PRINCIPLES

11. THE 21ST CENTURY IBM

12. LEAPFROGGING IT’S WAY INTO
THE FUTURE
5 Noble Prizes 6 Turing Awards
10 National
Medals of
Technology
5 National
Medals of
Science

13. THE SMARTER PLANET
CAMPAIGN

14. WATSON
IBM, a company with a long and successful tradition of
internally-focused R&D activities, is adapting to this
new world of creating platforms and enabling open
innovation

15. COMPETITORS BEWARE!!

16. HOW IBM WILL SUCCEED
A portfolio of capabilities
Acquire ideas
A startup culture

17. HOW IBM WILL SUCCEED
Hire leaders from the outside
the box
Focus on few projects

18. THE 3 PILLARS OF FUTURE
Cloud Data Engagement

19. HAL-9000
•HAL
•+111
•IBM

20. RECAP
• IBM is everywhere!!
• Early success with inventions like Hard Disk,ATM, Floppy
Disk
• Mainframe and PC business in decline during 80s and 90s
• Lou Gerstner saves the company and establishes a
completely new company based on new principles.
• Continued to innovate and invent
• The future will be based on it’s ability to develop portfolios,
acquire ideas, introduce a startup culture, hire leaders
outside the firm and focus on few pursuits with conviction.
• Cloud computing, Data Refinement and Engagement will
acts as the pillars of future for IBM

21. DISCLAIMER
• Created byVibhor Kumar, IIT Kanpur, during a marketing
internship by Prof. Sameer Mathur, IIM Lucknow
Prof. Sameer Mathur Vibhor Kumar