James W. Cortada is a senior research fellow at the Charles Babbage Institute, University of Minnesota–Twin Cities. He spent nearly forty years at IBM in various sales, consulting, management, and executive positions. His many books include IBM: The Rise and Fall and Reinvention of a Global Icon (2019) and Birth of Modern Facts: How the Information Revolution Transformed Academic Research, Governments, and Business (2023).
This splendid scholarship—rooted in Cortada’s four decades at IBM and his astute analysis as a historian—offers insights on how everything from market abundances, training, and social events to lapel pins, humor, and coffee mugs shaped and sustained IBM’s corporate culture. -- Jeffrey R. Yost, author of <i>Making IT Work: A History of the Computer Services Industry</i> Cortada is without question the world’s foremost IBM historian. Inside IBM is a testament to his incredible perceptive skills. -- Charles H. House, CEO, InnovaScapes Institute, and coauthor of <i>The HP Phenomenon: Innovation and Business Transformation</i>