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47
Lenovo hires people from different nationalities, ethnicities, and from a wide
range of different professional backgrounds. About 50% of its 19,000 employees
came from the old Lenovo, the rest from IBM. The official language of the
company is English, but many Chinese staffers didn’t speak it. Language classes
were offered at Lenovo, and, according to mainland press reports, Chairman
Yang not only moved his office to New York, but has been taking courses to
brush up on his English.68
Message III: Lenovo is a quality brand name.
Strategy: Retain high consumer rating for Think products, and increase overall
awareness and favorability of the brand name Lenovo
TBR reports concluded that the company held firm to its No. 1 ranking in
customer satisfaction for ThinkPad notebooks in the years 2005, 2006, 2007, and
2008. Lenovo not only achieved top rankings in notebook brand awareness (as
ThinkPad is consistently strongest Notebook PC brand), but the company also
won two Gold Awards at the 2006 Industrial Design Excellence Awards (IDEAs),
entered global consumer desktop market with its own “IdeaCenter” Brand.69
4.2.2. Suggestions and Observations
For Chinese companies that are seeking expansion in the United States, there are
several suggestions:
1. Change the perceptions about acquirer’s M&A knowledge and capabilities
68 See Note 19.
69 See Note 64.
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 54 |
| Contributing entity | University of Southern California |
| Repository email | cisadmin@lib.usc.edu |
| Full text | 47 Lenovo hires people from different nationalities, ethnicities, and from a wide range of different professional backgrounds. About 50% of its 19,000 employees came from the old Lenovo, the rest from IBM. The official language of the company is English, but many Chinese staffers didn’t speak it. Language classes were offered at Lenovo, and, according to mainland press reports, Chairman Yang not only moved his office to New York, but has been taking courses to brush up on his English.68 Message III: Lenovo is a quality brand name. Strategy: Retain high consumer rating for Think products, and increase overall awareness and favorability of the brand name Lenovo TBR reports concluded that the company held firm to its No. 1 ranking in customer satisfaction for ThinkPad notebooks in the years 2005, 2006, 2007, and 2008. Lenovo not only achieved top rankings in notebook brand awareness (as ThinkPad is consistently strongest Notebook PC brand), but the company also won two Gold Awards at the 2006 Industrial Design Excellence Awards (IDEAs), entered global consumer desktop market with its own “IdeaCenter” Brand.69 4.2.2. Suggestions and Observations For Chinese companies that are seeking expansion in the United States, there are several suggestions: 1. Change the perceptions about acquirer’s M&A knowledge and capabilities 68 See Note 19. 69 See Note 64. |
