easy to look back and ask, "What were they thinking?" but, in truth, IBM's decision fit well with prevailing orthodoxies, particularly with the idea that companies should outsource all but their core competencies-that is, sell off or outsource any function that another company could do better or cheaper than it could. Indeed, at the time, many observers hailed IBM's move as a masterstroke of strategy, forward-looking and astute. Of course it turned out not to be, but what lessons should we draw from…
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