Lenovo building a global brand /

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. A relative upstart in the business, Lenovo acquired the division of IBM that invented the PC in 1981. While Lenovo was arguably the best-know...

Descripción completa

Guardado en:
Detalles Bibliográficos
Autores Corporativos: Harvard Business School, Harvard Business School Publishing Corporation
Formato: Video DVD
Lenguaje:Inglés
Publicado: Boston, MA : Harvard Business School Pub., c2006.
Materias:
Lian xiang ji tuan (China)
Computer industry > China > Marketing > Case studies.
Export marketing > Case studies.
Aporte de:Registro referencial: Solicitar el recurso aquí
Biblioteca Max von Buch (UdeSA) de Universidad de San Andrés
LEADER 02053ngm-a2200265Ka-4500
001 990000497290204151
005 20180327164127.0
007 vd-cvaizu
008 060124s2006----mau120------------vleng-d
028 4 0 |a 9-507-713  |b Harvard Business School Case Video 
035 |a (udesa)000049729USA01 
035 |a (DUP)990000497290204151 
043 |a a-cc--- 
049 |a U@SA 
050 4 |a HD9696.2.C64  |b L46 2006 
245 0 0 |a Lenovo  |h [videorecording] :  |b building a global brand /  |c Harvard Business School. 
260 |a Boston, MA :  |b Harvard Business School Pub.,  |c c2006. 
300 |a 1 DVD (120 min.) :  |b sd., col. ;  |c 4 3/4 in. 
538 |a DVD. 
520 |a 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. A relative upstart in the business, Lenovo acquired the division of IBM that invented the PC in 1981. While Lenovo was arguably the best-known brand in China, it was virtually unknown in the rest of the world. In 2004, over 90% of Lenovo's revenues came from China, but with this major deal, Lenovo aimed to become a global technology giant. As a new multinational with 20,000 employees operating in 138 countries, Lenovo needed a global marketing and branding strategy to extent its global reach. This meant determining what Lenovo stood for and designing products that supported that claim. In January 2006, 13 months after the deal was announced and eight months after it closed, Lenovo is preparing for the intense limelight that would come with its sponsorship of the February 2006 Turin Winter Olympics. There, it plans to introduce a Lenovo-branded product line designed from the bottom up for the small to medium enterprise space--a move considered very bold and risky by many observers. 
610 2 0 |a Lian xiang ji tuan (China) 
650 0 |a Computer industry  |z China  |x Marketing  |v Case studies. 
650 0 |a Export marketing  |v Case studies. 
710 2 |a Harvard Business School. 
710 2 |a Harvard Business School Publishing Corporation. 

Ejemplares similares