IBM communication strategy is directly linked to the brand CSR policy. It seems obvious in the last TVC just delivered by the brand.
If the brand can afford this speech, it is because IBM has been involved in the environment protection since 1971. Indeed, the brand has developed a specific production process and has set up pollution prevention programs.
If you want more info about the commitment of the brand, the “IBM and the environment 2008 Annual Report” is accessible from : http://www.ibm.com/ibm/environment/
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