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He also forced partners and distributors to commit in writing to uphold IBM's strict ethical standards. In contrast, IBM kept laser-like focus on building the global organization to execute its strategy, and financial results followed. Palmisano once said, "The CEO is not the brand! It is not about you.
Its strategy to get out ahead of the competition rested on the innovative, hard, vacuum-sealed packaging its then-parent company, Jacob Suchard, was using in Europe at the time. That’s when the brand shifted its strategy, once again, and developed the long-standing “Better Beans. Better Coffee” positioning.
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