Caselet Code : CLCB012
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length :
 4 Pages
Price :  Rs. 100 (Detailed Pricing Info)

To download this short case study (No. CLCB012) click on the link below, and select from the list:

» Consumer Behavior Caselets

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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.

Issues:

» 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

 
Key words:

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.

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?