Why is IBM Corp’s new multimedia venture called Fireworks? The answer immediately becomes apparent when you remember that Lucie Fjeldstad is meant to be Ms Multimedia at IBM: Fireworks Partners is to be run by Bob Carberry, an engineer from Personal Systems, and by Michael Braun, who headed multimedia efforts in another part of IBM and previously reported to Ms Fjeldstad; they now both report to Personal Systems chief James Cannavino but Bernard Puckett, Lucie Fjeldstad’s boss, will also be involved in overseeing the new unit; there must have been plenty of fireworks when those that appear to have been edged aside found out, and are likely to be plenty more as the players try to sort out all their new responsibilities and positions in the unfamiliar pecking order.
