Against Wall Street analysts’ expectations, IBM reported unusually low quarterly profits and sales this Monday, October 20th. But what was even more surprising was the reaction of Virginia M. Rometty, IBM’s CEO, as she openly talked about the reasons for IBM’s let down that caused the company to abandon their financial targets for the next year.
The major cause of the weak numbers is IBM’s transition from a traditional manufacturer of technical devices to a high-tech software firm comparable to Google or Microsoft. This change does not only have a tremendous impact on internal issues like management, operations and organizational structure, but also on external issues such as public relations, positioning in a new target market and IBM’s image in general.
But thanks to IBM’s successful intrapreneurs, repositioning or development are not the biggest problems IBM has to face – it is the rapidly changing market that causes the company to struggle despite major joint ventures with SAP or Apple. Especially the high-tech software market IBM is about to enter with new solutions for data bases and clouds attracts new firms due to its high flexibility and as a result, the competition is relentless, as companies can come up with disruptive innovations any time and out of nowhere. Apparently, a traditional, established and thus inflexible company like IBM does not really fit into this kind of market and the question arises, if it really was the best idea to bet all its money on one, very unpredictable horse.
References:
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