Business Management: IBM's Corporate Strategy for the 21st Century

This essay analyzes IBM's corporate strategy in the 21st century, highlighting its shift from a hardware-focused approach to providing comprehensive business and technology services. It discusses the 'Beyond Blue' initiative, which signifies IBM's move away from its traditional image as a mainframe computer company towards offering diverse business solutions and consulting services. The analysis contrasts IBM's current strategy with its long-standing approach, emphasizing the importance of customer trust, operational efficiency, and internal business management. The essay further explores how IBM aims to manage its internal structure through motivation and customer service to achieve revenue and profitability in the modern market, having even sold its PC division to Lenovo to focus on business solutions.

Running head: BUSINESS MANAGEMENT
Business Management
Name of the Student
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Table of Contents
Corporate Strategy of IBM for Twenty-First Century...............................................................2
Difference Between Corporate Strategy and Long-Standing Strategy......................................2
Meaning of Beyond Blue...........................................................................................................2
References..................................................................................................................................4

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Corporate Strategy of IBM for Twenty-First Century
The IBM corporate strategy for the 21st century would be involving the brand-new
model for the entire growth along with diversifying in the different ventures which are
information-technology related which is inclusive of the consulting of business in an effective
manner (Farjoun, 2018). Furthermore, this has been seen that prior to the 21st century, this
was being noticed that IBM faced different kinds of downfalls and this affected their
effectiveness. However, in the 21st century, this was being noticed that IBM will be including
different kinds of global business and technology related services as well. There will be
launching of the different sale of the computer hardware along with other accessories.
Difference Between Corporate Strategy and Long-Standing Strategy
The multibusiness strategy is different from the long-standing strategy as this mainly
focuses on gaining the trust of the different customers in an effective manner and revamping
the operations of the customers effectively as well. Furthermore, the main aim of IBM is to
manage the internal structure of the business through proper inspiration along with
motivation and the customer service is the most essential aspect which is required to be taken
care by the long-standing strategy in order to gain revenues and profitability in the market
(Farjoun, 2018).
Meaning of Beyond Blue
The old and the ancient image of IBM is Big Blue which was the nickname derived
few years ago from the mainframe computer systems which are muscular blue. The main goal
of Palmisano is to carry IBM beyond the legacy of the 20th century which is inclusive of
beyond computing along with beyond ‘blue’ as well (Wallace et al., 2016). Therefore, in
different manners this can be seen that Big Blue refers to the different techniques which is

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being utilized in order to run IBM which helps in conjuring the image of the organization
which was treated as the leader during the mainframe computer era. In the present scenario,
the company IBM is trying to separate itself from the image as this is not the main focus of
the organization IBM. Furthermore, the company sold the PC along with other products to
Lenovo as the main focus is to consult and providing the service to the business efficiently. In
the 21st century, the main focus of the company is to sell the different business solutions to
the customers and not just the computer services (Wallace et al., 2016).

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References
Farjoun, M. (2018). Strategy and dialectics: Rejuvenating a long-standing
relationship. Strategic Organization, 1476127018803255.
Wallace, S., Zhou, Z., Vishwanath, V., Coghlan, S., Tramm, J., Lan, Z., & Papka, M. E.
(2016). Application power profiling on IBM Blue Gene/Q. Parallel Computing, 57,
73-86.