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What made IBM so successful for such a long time, and what lessons can this iconic corporation teach present-day enterprises? James W. Cortadäa business historian who worked at IBM for many years¿pinpoints the crucial role of corporate culture.
List of contents
Preface
Introduction
1. From Theories of Corporate Cultures to the Realities of Life inside a Global Enterprise
Part I. Cases from The Larger Picture of IBM¿s Corporate Culture2. Role of Ethics in Corporate Culture: Enduring Beliefs at IBM
3. ¿The IBM Way¿: Creating and Sustaining a Corporate Image and Reputation
4. Developing Managers in a Multinational Corporation
5. How IBM Prevented Unionization of its American Workforce
6. Corporate Benefits in Boom Periods: IBM¿s American Experience
7. Managing A Nearly Invisible Corporate Community: ¿IBM Families¿
Part II: Cases from IBM¿s Material Culture8. From Lapel Pins to Coffee Cups: Links Between Corporate and Material Culture
9. Role of Postcards in Supporting IBM¿s Image, Marketing, and Information Ecosystem
10. Humor and Corporate Culture: IBM, Cartoons and the Good Laugh
11. Gray Literature in IBM¿s Information Ecosystem
Part III: How IBM¿s Culture Went Global and Endured12. The Essential Strategy for Corporate Success
Author¿s Note: In the Spirit of Transparency
Notes
Index
About the author
James W. Cortada is a senior research fellow at the Charles Babbage Institute, University of MinnesotäTwin Cities. He spent nearly forty years at IBM in various sales, consulting, management, and executive positions. His many books include
IBM: The Rise and Fall and Reinvention of a Global Icon (2019) and
Birth of Modern Facts: How the Information Revolution Transformed Academic Research, Governments, and Business (2023).
Summary
What made IBM so successful for such a long time, and what lessons can this iconic corporation teach present-day enterprises? James W. Cortada—a business historian who worked at IBM for many years—pinpoints the crucial role of corporate culture.
