Business the Concept of Globalization Essay

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In the case of Lenovo, it seems extremely important (and perceptive) to appoint an American CEO and adopt English as the corporate language. Even though they are attempting to take over the global PC market, IBM is a long-standing American company, and to quickly turn it into a foreign company would alienate millions of Americans, and quite possibly doom the entire operation due to bad press and bad feelings.

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Keeping the American CEO and moving to New York showed they took IBM and its products seriously, and knew that IBM had much more global recognition and appreciation than Lenovo had. They knew that they could make a statement by retaining the English, American components of the business, and they did. It was simply a very wise business decision that made perfect marketing and PR sense......

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