“Doing” the act: Lenovo and corporate reputation

Abstract

Subject area The case is positioned in the domain of building, managing and communicating corporate reputation. It discusses the entry of Lenovo in the Indian market where the company faced reputational challenges. Definition of a corporate reputation strategy which was aligned to the overall strategy of the company, helped Lenovo traverse difficult terrains. The case would be relevant for courses on corporate reputation, communication and strategy. Study level/applicability The case is targeted at MBA students, corporate and PR professionals. The case can be used for MBA courses or management development programmes on corporate reputation, communication, and strategy. Case overview The case brings out key elements of entry into an emerging market flooded with international, well-positioned players and discusses the entry of Lenovo in the Indian market where the problem was compounded by perceptions of Chinese origin. How does Lenovo bring about a turnaround in positioning, building, communicating and managing reputation, how does it steer stakeholder opinion in its favour? Will Lenovo India be able to replicate the success model in China? The case presents the challenges and discusses the strategies adopted by Amar Babu, MD Lenovo to bring about a change in the existing perceptions of stakeholders. Expected learning outcomes To discuss strategies for building corporate reputation. To critically examine and analyze the strategies adopted by Lenovo India to build reputation and gain market share. To analyse links between strategy generation and reputation management. Supplementary materials Teaching notes are available, please consult your librarian to access these.