IBM Corporation: Targeting the LGBT Segment

Case Studies | Case Study in Business, Management, Operations, Strategy, Case Study

ICMR HOME | Case Studies Collection

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

To download IBM Corporation: Targeting the LGBT Segment case study (Case Code: MKTG217) click on the button below, and select the case from the list of available cases:

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra

Marketing Case Studies
Marketing Management Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

Custom Search

Please note:

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.

Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

<< Previous

Excerpts Contd...


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...

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies


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

Custom Search

Case Studies Links:- Case Studies, Short Case Studies, , Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Textbooks, Work Books, Case Study Volumes.