Summary
IBM's corporate positioning is among the most business technology (BT)-oriented of the vendors we reviewed. Its corporate advertising, Web site, and sales structure are designed to address the needs of business decision-makers. Even its tagline, "What makes you special," embodies two key BT elements. First, it focuses on an individual stakeholder, you. Second, it focuses on illuminating the differentiated business value that makes your organization competitive or special. While IBM's corporate positioning is strongly BT-focused, its hardware product positioning is all about a traditional IT value system — technology innovation targeted at IT stakeholders.
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