3. “The IBM Way”: Creating and Sustaining a Corporate Image and Reputation

Kapitel in diesem Buch

1. Frontmatter i
2. CONTENTS vii
3. Preface ix
4. Introduction 1
5. 1. From Theories of Corporate Cultures to the Realities of Life Inside a Global Enterprise 26
6. PART I. CASES FROM THE LARGER PICTURE OF IBM’S CORPORATE CULTURE
7. 2. Role of Ethics in Corporate Culture: Enduring Beliefs at IBM 57
8. 3. “The IBM Way”: Creating and Sustaining a Corporate Image and Reputation 80
9. 4. Developing Managers in a Multinational Corporation 116
10. 5. How IBM Prevented Unionization of Its American Workforce 147
11. 6. Corporate Benefits in Boom Periods: IBM’s American Experience 170
12. 7. Managing a Nearly Invisible Corporate Community: “IBM Families” 195
13. PART II. CASES FROM IBM’S MATERIAL CULTURE
14. 8. From Lapel Pins to Coffee Cups: Links Between Corporate and Material Culture 231
15. 9. The Role of American Postcards in Supporting IBM’s Image, Marketing, and Information Ecosystem 256
16. 10. Humor and Corporate Culture: IBM, Cartoons, and the Good Laugh 284
17. 11. Gray Literature in IBM’s Information Ecosystem 317
18. PART III. HOW IBM’S CULTURE WENT GLOBAL AND ENDURED
19. 12. The Essential Strategy for Corporate Success 361
20. Author’s Note: In the Spirit of Transparency 385
21. Notes 387
22. Index 443