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 proceedingChapterpeer-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 languageEnglish
Title of host publicationDesign Management
Subtitle of host publicationExploring Fieldwork and Applications
EditorsRobert Jerrard
Place of PublicationLondon
PublisherTaylor & Francis
Chapter8
Pages168-195
Number of pages28
ISBN (Print)9780203825969
DOIs
Publication statusPublished - 6 Sep 2007
Externally publishedYes

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