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IBM identified the LGBT market as a potential growth opportunity and began targeting it with marketing strategies. These included print ads in LGBT and mainstream publications, online ads on LGBT websites, and sponsoring LGBT events. Internally, IBM implemented diversity training, benefits for same-sex partners, and recruiting LGBT employees. These initiatives helped IBM gain brand loyalty within the LGBT community and increase revenues from $73.7 million in 1996 to $117.1 million in 1998 from this segment.

Author

Kasi Viswanadh

Language

EN