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Mission statement of IBM

By Ovidijus Jurevicius | 05.09.2013 | Comments

Company Background

Name International Business Machines Corporation
Logo IBM logo
Industries served Computer hardware, Computer software, IT services, IT consulting
Geographic areas served Worldwide
Headquarters U.S.
Current CEO Ginni Rometty
Revenue $ 104.5 billion (2012)
Profit $ 16.6 billion (2012)
Employees 434,246 (2012)
Main Competitors Apple Inc., Cisco Systems, Inc., Dell Inc., Hewlett-Packard Company, Microsoft Corporation, Oracle Corporation, VMware, Inc. and many other companies.

Mission

IBM mission statement 2013

IBM doesn’t have an official mission statement and translates company purpose through following values:

“IBMers value:
  • Dedication to every client’s success
  • Innovation that matters – for our company and for the world
  • Trust and personal responsibility in all relationships”
Evaluation
Does it include...?
Customers Products/Services Markets
No No No
Technology Concern for survival Philosophy
No No Yes
Self-concept Concern for public image Employees
Yes No No
Does it mention values like...? Customer or product-oriented?
Citizenship Teamwork Customer-oriented
No No Score
Excellence Integrity
No No 1.3/4.5

(This evaluation framework is composed of the guidelines listed in our article: Mission Statement for Success)

Overview

Until 2003, IBM’s official mission was:

“At IBM, we strive to lead in the creation, development and manufacture of the industry's most advanced information technologies, including computer systems, software, networking systems, storage devices and microelectronics. We translate these advanced technologies into value for our customers through our professional solutions, services and consulting businesses worldwide.”

This statement was changed by IBMers values and is no longer an official mission of IBM but it is a much stronger statement than what IBM currently has. It’s current values-mission has been evaluated 1.3 points out of 4.5 and is one of the lowest scores in our evaluations. The statement lacks almost all 9 components and doesn’t mention any of the values used by the world’s best performing companies. Mission, is a statement that is used to communicate the essential company’s information and its ‘reason for being’ in the business to all its stakeholders. Yet, IBM’s mission doesn’t do any of that and cannot be used as an effective communication tool. Our suggestion for IBM would be to reintroduce their previous mission statement with slight changes to better communicate IBM’s core purpose and values to the world.

Sources

  1. IBM US (2013). About IBM. Available at: http://www.ibm.com/ibm/us/en/
  2. IBM Annual Report (2013). Our mission. Available at: ftp://public.dhe.ibm.com/annualreport/2002/2002_ibm_ar.pdf

Written by Ovidijus Jurevicius

If you're interested in strategic management, business strategy or any other business related topic, connect with me on Google+ Ovidijus Jurevicius

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