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E‐Business and the New Blue
Author(s) -
Green Lee D.,
Leonard Mona
Publication year - 1998
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1998.tb00226.x
Subject(s) - ibm , the internet , quality (philosophy) , business , electronic business , software , computer science , marketing , engineering management , process management , world wide web , engineering , business model , philosophy , materials science , epistemology , programming language , nanotechnology
FOR IBM, “e‐business” is much more than a new brand. It's a strategy—a vision for developing and integrating products and software, a shorthand for conveying the company's comprehensive expertise in Internet technologies and its holistic approach to meeting customer needs, and a reassuring reminder to consumers of quality and security in electronic communications. Mona Lentz and Lee Green fill in the details in a case study that moves from problem definition to research to the implementation of a powerful branding solution.