BIZCHINA / Biz Who
Make Lenovo a global brand
(People's daily online)
Updated: 2006-06-19 17:01
Lenovo Group Limited today is a household name in China. But it wants
more. It has been trying hard to become a household word in the world
since after its merge with IBM PC business.
As the most global Chinese company, Lenovo already enjoys surprisingly
high degree of international visibility. Its management team arrangement
is rather unique. William Amelio, a former Dell executive, has been
chosen to be Lenovo's new CEO. Among Lenovo top management team members
Chinese face could hardly be seen. In addition, the global headquarter of
Lenovo is not in Beijing but in Raleigh, the capital city of North
Carolina, USA.
At the moment Lenovo is still struggling to improve its profit
performance. Lenovo is still a relatively unknown brand for PC consumers
in the United States despite the extensive media coverage in recent
years. But Deepak Advani, Senior Vice President and Chief Marketing
Officer of Lenovo International, said with confidence that Lenovo is well
on its way to become a truly global brand just like IBM. During a
recently interview in his office with Yong Tang, People's Daily
Washington-based correspondent, Advani told a story of how he is doing
the job of brand building for Lenovo and how culture shock has changed
the way Lenovo operates today.
Yong Tang: You look like having Indian origin?
Advani: Yes, actually I am Indian American. I was born in India. Then I
moved to America. I graduated from Wharton School of the University of
Pennsylvania. Then I became an IBM Vice President. I was in IBM for 13
years being the head of strategy and marketing for IBM PC business. IBM
is a very very international and global company. I spent a lot of my time
outside the United States, in Brazil, in Japan, in China. Today I have
became an executive of a Chinese company.
Thomas Freeman put it well, the world is flat. In the new world there are
more and more companies where your nationality or even the place you live
is not as important as the power of your ideas. For me, in fact someone
put a picture of me on the web and said I was a symbol of the new world:
someone who was born in India and lives in the United States but now does
marketing for a company in China. That is the reality of the world.
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