Customer experience-based brand strategy at the lenovo group-exploring the potential for lenovo in the UK PC market

Ray Holland; Yuanyuan Yin; Shengfeng Qin

doi:10.4324/9780203825969-17

Customer experience-based brand strategy at the lenovo group-exploring the potential for lenovo in the UK PC market

Ray Holland^*, Yuanyuan Yin, Shengfeng Qin

^*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

Abstract

Personal computers (PCs) have infiltrated our daily lives and are increasingly indispensable in meeting various aspects of our professional and personal needs. This trend means that the PC industry is facing the question of how to sustain growth in the business environment. Research data from IDC indicate over 9.7 per cent growth registered in PC sales globally in quarter 2, 2006, with no obvious signs of growth slowdown in the next few years (http://blogs.zdnet. com/ITFacts/index.php?cat=7). In China, this growth is even faster compared to the global figures, and brand internationalisation has become an inevitable trend for Chinese PC producers. Lenovo is the best Chinese corporation example of internationalisation.

Original language	English
Title of host publication	Design Management
Subtitle of host publication	Exploring Fieldwork and Applications
Editors	Robert Jerrard
Place of Publication	London
Publisher	Taylor & Francis
Chapter	8
Pages	168-195
Number of pages	28
ISBN (Print)	9780203825969
DOIs	https://doi.org/10.4324/9780203825969-17
Publication status	Published - 6 Sept 2007
Externally published	Yes

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10.4324/9780203825969-17

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Customer experience-based brand strategy at the lenovo group-exploring the potential for lenovo in the UK PC market. / Holland, Ray; Yin, Yuanyuan; Qin, Shengfeng.
Design Management: Exploring Fieldwork and Applications. ed. / Robert Jerrard. London: Taylor & Francis, 2007. p. 168-195.

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

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Customer experience-based brand strategy at the lenovo group-exploring the potential for lenovo in the UK PC market

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