“IBM’s Smarter Planet vision is driven by three I’s—instrumentation, interconnectedness, and intelligence. It shows a way for industries, infrastructures, processes, cities, and entire societies to be more productive, efficient and responsive…” (http://www.ibm.com/ibm100/us/en/icons/smarterplanet/). IBM first announced its “Smarter Planet Campaign in 2008. Although many companies within the industry such as Sony and Dell work hard to give back to their communities and promote a strong sense of cooperate responsibility within their companies, IBM has chosen to take a slightly different approach.
While generous charitable contributions and the implementation of socially responsible business practices are important and worthwhile, IBM believes that more can be done to improve our businesses, communities and our world. Their Smarter Planet Campaign is a unique CSR approach that focuses on the idea of teaching others how to overcome challenges and problems, so that they too will be able to contribute positively to their communities. Through this campaign IBM uses its own advanced technologies and innovative techniques to address some of the world’s most complex and challenging issues. IBM believes that by showing others how to be more productive, efficient and repsosponsive, our communities will be better equipped to handle the problems facing them. “Smarter Planet has became the overarching framework for IBM’s growth strategy, but the philosophy undergirding it – the application of human intelligence and well-designed technology to address the world’s toughest challenges has been a part of IBM’s DNA since its beginning”- Stephen Jordan, bclc.chamberpost.com
Would you say that the use of their own advanced technologies is an example of 'peronal selling'?
ReplyDeleteIts interesting to see this in depth look into the "smarter planet" campaign. I've seen the advertisements on television, and I think they do strike a tone with the general public, and affect our way of thinking.
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