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LENOVO: BUILDING A GLOBAL BRAND HARVARD BUSINESS SCHOOL CASE STUDY 9-507-014.


18268. LENOVO: BUILDING A GLOBAL BRAND HARVARD BUSINESS SCHOOL CASE STUDY 9-507-014.

This paper provides a case analysis and case solution to an international marketing and brand management case study by John A. Quelch concerning China-based Lenovo’s 2004 acquisition of IBM’s PC division and its efforts to build a global brand. The paper includes problem identification, problem analysis with SWOT, identification and assessment of alternatives, and recommendations. 11 pages, 16 footnotes, 12 bibliographic sources. 3,523 words.

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TAGS: lenovo case study case solution ibm pc personal computer market international marketing Chinese computer maker brand management global brands acquisition management globalization branding strategy, culture and management.

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