Big Blue Makes A Big Commitment

IBM is spending more than $40 million to promote its operating system

In January, IBM personal-computer executives realized a nasty crisis was brewing. Microsoft Corp., IBM's longtime software-development partner, was supposed to be promoting OS/2, the operating system designed to power IBM's most advanced PCs. But Microsoft Chairman William H. Gates III had lost interest in IBM's OS/2. Big Blue decided it had to start beating the drums for OS/2 itself. "We had a strategy," says Joseph M. Guglielmi, an IBM vice-president. "We had to tell people about it."

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