Lenovo- Global recognition聯想的全球認可度
Lenovo, a private Chinese computer company back then is now a global brand in the industry,marking a success in Chinese companies’ global expansion.
Lenovo brand came intoexistence only in December 2004 after acquiring IBM’s PC unit for .75 billion madeheadlines around the world (Gao, 2007). Today, Lenovo is a personal technology companyand the world’s second largest PC vendor which worth $US 21 billion operating in more than60 countries and serving customers in more than 160 countries (Lenovo, 2012). “Ten yearsago, Lenovo’s participation in the international market was just like taking part in the Paralympics, with various tariffs and other obstacles preventing its internationalizationprocess,” said Liu Chuanzhi, Lenovo’s former chairman, “Things have changed, however,now we are on a racetrack of real Olympic Games,” (Xinhua News Agency, 2005). HowLenovo achieved this remarkable success? Innovation is their core value in the business;Lenovo owns the greatest track record for innovation in the PC industry and remainscommitted to innovation in its products and technology while delivering high quality,reliability and durability to meet customer’s demand (Lenovo, 2012).Globalization全球化
Globalization was defined as a trend of the world’s economies becoming borderless andinterlinked that allows businesses to expand beyond their domestic boundaries that assist inseeking opportunities for business growth through market diversification (Parboteeah &Cullen, 2011).
Besides, Globalization often offered new markets for company while the trendof international trade and investment tend to grown at a faster rate than domestic economies(Czinkota, Ronkainen, Moffett, Ang, Shanker, Ahmad and Lok, 2009). In other words,globalization is accompanied by more variety of products, corporation longevity, moreresources, more advanced technologies, and more promises to customers, which automaticallystrengthen the brand associations and awareness (Wang, Wei and Yu, 2008). Lin and Kao(2004) identified branding strategy as a key element in the marketing mix is viewed as apowerful tool to achieve sustainable competitive advantage in this era of global marketing.Meanwhile, Keller and Aaker (1992) also suggested that perceived quality of the core brandimpacts evaluations of proposed new extensions, which is also significance for globalization.