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21
It is widely believed that the acquisition of ThinkPad has provided a better
platform for Lenovo to involve other influential companies in its marketing
strategy, which will inevitably help Lenovo on its way to becoming a global
brand. In its 2010 Super Bowl advertisement, “Lenovo” no longer lives in the
shadow of “ThinkPad.” Now Lenovo is marketed to consumers, independent
from ThinkPad. It has become a valued and trustworthy tech company that not
only makes “Think branded” products, but also unveils a suite of new
products—including an Android-based tablet “Le Pad.”33 The corona of the
global brand Lenovo makes a bold statement of how far a Chinese company can
go.
33 Rupal Parekh, “Three Agencies Competing for Lenovo Global Ad Duties,”
retrieved 1 April 2011
<http://adage.com/agencynews/article?article_id=148001>.
Object Description
| Title | China's investment in the United States and the public relations implications: A case study of the Lenovo-IBM acquisition |
| Author | Liang, Shuyan |
| Author email | shuyanliang.usc@gmail.com; shuyanli@usc.edu |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2011-04-30 |
| Date submitted | 2011 |
| Restricted until | Unrestricted |
| Date published | 2011-05-04 |
| Advisor (committee chair) | Kotler, Jonathan |
| Advisor (committee member) |
Floto, Jennifer Wang, Jian (Jay) |
| Abstract | This paper discusses Lenovo’s acquisition of IBM’s personal computer division in 2005 as a case in point to explore issues involved in China’ investment in the United States, particularly its public relations implications. It is demonstrated that media coverage underscored the complications and tensions in these supposedly free market activities. This paper presents the manifestation of controversial issues such as state-ownership of businesses, national security, and economic protectionism, as Chinese enterprises invest in the United States through mergers and acquisitions. It provides an account of Lenovo’s communication strategies and gives suggestions to better manage corporate reputation and brand images for Chinese companies that are seeking overseas investment. |
| Keyword | Lenovo; IBM; China; United States; foreign direct investment (FDI); mergers and acquisition (M&A); public relations (PR) |
| Geographic subject (country) | China; USA |
| Coverage date | 2005/2010 |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m3902 |
| Contributing entity | University of Southern California |
| Rights | Liang, Shuyan |
| Repository name | Libraries, University of Southern California |
| Repository address | Los Angeles, California |
| Repository email | cisadmin@lib.usc.edu |
| Filename | etd-Liang-4567 |
| Archival file | uscthesesreloadpub_Volume32/etd-Liang-4567.pdf |
Description
| Title | Page 28 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text |
21
It is widely believed that the acquisition of ThinkPad has provided a better
platform for Lenovo to involve other influential companies in its marketing
strategy, which will inevitably help Lenovo on its way to becoming a global
brand. In its 2010 Super Bowl advertisement, “Lenovo” no longer lives in the
shadow of “ThinkPad.” Now Lenovo is marketed to consumers, independent
from ThinkPad. It has become a valued and trustworthy tech company that not
only makes “Think branded” products, but also unveils a suite of new
products—including an Android-based tablet “Le Pad.”33 The corona of the
global brand Lenovo makes a bold statement of how far a Chinese company can
go.
33 Rupal Parekh, “Three Agencies Competing for Lenovo Global Ad Duties,”
retrieved 1 April 2011
|
