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A big blue of a different color: changes at IBM mean new culture and trimmed staff. (IBM Corp.)
Crain's Cleveland Business, May, 1993 by Thompson, Chris
From the colored shirts to the new job titles, International Business Machine Corp. is in the throes of transforming itself into a new company. The latest buzz words at Big Blue -- a company notorious for buzz words -- are "different shades of blue," a reference to the changing face of a computer giant that is trying to reverse record losses with a new chief executive, Louis V.
Gerstner Jr., at the helm. Those changes already are taking root at the Cleveland office, according to Cosmo "Cos" Santullo, general manager of the area office here known as the Lake Erie Coastal trading area. One need look no further than Mr. Santullo's blue shirt and self-described "clunker" shoes to see signs of the change. And he insists the changes run deeper than alterations to the...
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