IBM Corporation: Targeting the LGBT Segment

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Case Details:

Case Code : MKTG217
Case Length : 26 Pages
Period : 1997-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : IBM Corporation
Industry : Computers, IT and ITeS
Countries : USA

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...

Results

In addition to earning millions of dollars in revenue from the LGBT community, the initiatives taken by IBM provided it access to a segment that was known for its brand loyalty and was on the verge of further growth. Experts felt that the LGBT market had tremendous potential for growth since the consumers were generally brand loyal...

Looking Ahead

Being an early mover on the scene, experts felt that IBM had a good opportunity to tap the LGBT market. According to estimates by Witeck, the LGBT consumer spending power had reached US$ 712 billion in 2008. It was poised to reach US$ 845 billion by 2011...

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Exhibits

Exhibit I: DiversityInc.'s List of Top 10 Companies for LGBT Employees
Exhibit II: CEI Ratings of Fortune 500 Companies
Exhibit III: IBM's Diversity Timeline
Exhibit IV: IBM's LGBT Diversity Initiatives
Exhibit V: IBM: Recruiting LGBT Employees
Exhibit VI: IBM's Supplier Diversity Initiatives
Exhibit VII: IBM's Mom and Pop Ad
Exhibit VIII: IBM's ThinkPad Laptops Ad
Exhibit IX: IBM's Gay Leaders Ad
Exhibit X: List of Awards and Recognition

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