Case IX: IBM’s Launch of Its Cognitive Business Strategy

  • Xiaoming ZhuEmail author
Part of the Management for Professionals book series (MANAGPROF)


According to the Q4 2015 financial report of IBM (International Business Machines Corporation), revenue for that quarter marked an 8.5% quarter-on-quarter decrease, making it the 15th consecutive quarter with a quarter-on-quarter decrease in revenue. According to the 2015 annual report, the combined annual revenue was $81.741 billion, down by 11.9% from the previous year, indicating the company’s annual revenue had been going downwards since 2012 (In 2012, IBM’s annual revenue was down by 2.3%).



This case is co-written by CEIBS Professor Zhu Xiaoming, Case Writer Chen Dengbiao, Research Assistant Huang Chengyan. IBM provided great support and assistance to this case study.


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Copyright information

© Shanghai Jiao Tong University Press and Springer Nature Singapore Pte Ltd. 2019

Authors and Affiliations

  1. 1.China Europe International Business SchoolShanghaiChina

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