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IBM.

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Professor Joep Cornelissen explains how IBM re-positioned its corporate identity at the turn of the 21st century. He outlines the steps leaders in the organization took to accomplish this, with a focus on strategic communications both internally and externally.

Bibliographic Details
Corporate Author: Sage Publications
Format: Video
Language:English
Language Notes:Closed-captions in English.
Published: London, United Kingdom : SAGE Publications Ltd, 2016.
Series:SAGE video cases.
Subjects:
Business planning.
Public relations.
International Business Machines Corporation.
Nonfiction television programs.
Internet videos.
Online Access:Connect to this streaming video
Description
Summary:Professor Joep Cornelissen explains how IBM re-positioned its corporate identity at the turn of the 21st century. He outlines the steps leaders in the organization took to accomplish this, with a focus on strategic communications both internally and externally.
Physical Description:1 online resource (1 video file (7 min., 15 sec.)) : sound, colour.
Audience:Specialized.
ISBN:9781473991187 (streaming video) :