![]() ![]() This meant determining what Lenovo stood for and designing products that supported that claim. As a new multinational with 20,000 employees operating in 138 countries, Lenovo needed a global marketing and branding strategy to extend its global reach. In 2004, over 90% of Lenovo's revenues came from China, but with this major deal, Lenovo aimed to become a global technology giant. ![]() While Lenovo was arguably the best-known brand in China, it was virtually unknown in the rest of the world. ![]() A relative upstart in the business, Lenovo acquired the division of IBM that invented the PC in 1981. Instructors should consider the timing of making the video available to students, as it may reveal key case details.Announced in December 2004, the $1.75 billion acquisition of IBM's PC division by Lenovo, China's largest PC maker, made headlines around the world. This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. EMBA Pro Blue Ocean Strategy for Lenovo: Building a Global Brand, Spanish Version case study ![]()
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