Abstract

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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• How an organization positions itself when it extends its product and service offerings. Alternative ways of brand promotions. Co-creation with customers as a form of product development.

Keywords

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