Abstract

The case describes in detail the various steps taken by Lenovo, the leading PC manufacturer in China, in its effort to go global. The steps include changing its corporate name from Legend to Lenovo, sponsoring the 2008 Olympic Games and most importantly, acquiring IBM's PC unit. The case examines the need for Lenovo to globalize and critically analyzes the efficacy of the above steps in the company's globalization plans. It also highlights the challenges faced by Lenovo in its path towards globalization.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Use of innovation
• differentiation and customization as strategic and competitive advantage
• The need for globalization and the factors that must be taken into account when a company wants to go global.

Keywords

Lenovo, Legend Group, Globalization plans, Global branding, Brand consolidation, Business diversification, IBM's PC (personal computer) unit acquisition, Globalization challenges, Cultural clashes