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1992年,蓝色巨人IBM陷入泥潭,创造了次贷风暴前商业史上最大的年度亏损——亏损额高达50亿美元。郭士纳接下这个烂摊子,他上任伊始所做的两件事被争议一时:一边裁员4.5万人,一边却花费千万美元聘请专家在60天内提交咨询报告,进行竞争对手分析、市场细分、品牌管理、消费者偏好分析、销售渠道和广告系统整合等一系列策略建议。
In 1992, Big Blue IBM was plunged into a quagmire, creating the largest annual loss in business history before the subprime mortgage storm - a loss of up to $5 billion. Gerstner took over the mess. Two things he did at the beginning of his appointment were disputed: While laying off 45,000 people, he spent ten million dollars to hire experts to submit consulting reports within 60 days for competitor analysis and market segmentation. A series of strategic recommendations such as brand management, consumer preference analysis, sales channels, and advertising system integration.