Publications
Publications
- September 2004 (Revised January 2005)
- HBS Case Collection
IBM: Ordering Midrange Computers in Europe
Abstract
IBM Europe is trying to expand business-to-business (B2B) efforts with its large distributors of midrange systems. These efforts aim to automate many transactions and business processes, removing the need for human involvement. IBM has completed an initial project with the German company Magirus; this project automated the transmission of midrange system orders for Magirus' internal information systems to IBM's systems. The leaders of the IBM effort face two principal challenges: accelerating the pace of subsequent efforts and convincing more distributors to take part.
Keywords
Customer Relationship Management; Information Technology; Information Infrastructure; Marketing Channels; Distribution Channels; Information Technology Industry; Computer Industry; Germany; United States
Citation
McAfee, Andrew P., and Michael Otten. "IBM: Ordering Midrange Computers in Europe." Harvard Business School Case 605-022, September 2004. (Revised January 2005.)