Case Code : CLCB012
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 04 Pages
Price : Rs. 100
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IBM, Life Sciences Division, e-Business, The Blue Gene Project, Structural Bioinformatics, Accelrys, Lion Biosciences, Phase Forward, Global Innovation Outlook and Drug Discovery and Development
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The caselet, IBM: Venturing into Life Sciences, examines IBM's entry into life sciences, and how IBM positioned itself as a research-driven company. IBM offered technical solutions like hardware, middleware, and IT infrastructure that a life science researcher was looking for. The caselet looks into the ways in which IBM developed a relationship with the scientific community, in order to be their preferred IT supplier.
In 2000, IBM launched its Life Sciences Division...
Questions for Discussion:
1. Discuss the ways in which IBM managed its product and service image among the customers.
2. "The company had the technical solutions like hardware, middleware, and IT infrastructure that a life science researcher would be looking for, and was looking for ways to attract this customer." How did IBM generate and maintain the attention of the customer toward the brand?