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IBM: Ordering Midrange Computers in Europe
IBM Europe is trying to expand business-to-business (B2B) efforts with its large distributors of midrange systems. These efforts aim to automate many transactions and business processes, removing the need for human involvement. IBM has completed an initial project with the German company Magirus; this project automated the transmission of midrange system orders for Magirus' internal information systems to IBM's systems. The leaders of the IBM effort face two principal challenges: accelerating the pace of subsequent efforts and convincing more distributors to take part.