A. Case Study
Give a man a fish and you feed him for a day. Teach a man to fish and you feed him for a lifetime.
—Chinese Proverb
In this appendix, we put all of the previous thoughts and discussions to use in a case study format. From May 11–13, 2015, IBM held one of its largest conferences titled “IBMAmplify.” This event focusing on marketing, analytics, selling, and fulfillment was designed especially for IBM Commerce clients. Our hope was that with over 3,000 attendees encompassing 20 tracks and more than 200 sessions, the amount of information (and hopefully opinions) shared there would be substantial, and we might be able to derive some interesting insights from this conference. According to the marketing material for this event, “Everyone ...
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