Ibm's Pc Comeback Could Begin In Europe

Fighting fire with fire is not the buttoned-down IBM way, but nobody told William E. McCracken. Soon after the fast-talking marketer was sent to Paris last year to run IBM's troubled European personal-computer business, he counterattacked against the cheap Asian clones eating IBM's lunch. His weapon: imported Asian machines to sell under a non-IBM label. The new Ambra line, which debuted in June, raised more than a few Big Blue eyebrows. But McCracken is undaunted. "Hanging on to the things we used to do for no good reason is foolish," he bristles.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.