Assignment – INTERNATIONAL MANAGEMENT AT LENOVO

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International Management at Lenovo

Lenovo assignment – Individually read the following:

Yale Insights “How do you take a brand global” by Ravi Dhar.

Antoine Velia and Forest Young e-article “Technology: The Game Changing Sector

Jeff Frampton, Global CEO Interbrand, says that businesses need to move at the “Speed of Light” and brands need to be designed for mecosystems.

discuss the 3 reading assignments. Next write a short reflection paper in MS Word addressing the following questions.

(1) How do you take a brand global?

(2) What new markets has Lenovo entered?

(3) Why do businesses need to move at the speed of light?

(4) Why do brands need to be designed for mecosystems?

(5) Visit the Lenovo webpage. Do you believe they are a global leader in their field? Why or why not? Defend your answer with facts.

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