“Doing” the act: Lenovo and corporate reputation

Asha Kaul (Indian Institute of Management, Vastrapur, Ahmedabad,India.)

Emerald Emerging Markets Case Studies

ISSN: 2045-0621

Publication date: 17 October 2012


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

  1. To discuss strategies for building corporate reputation.

  2. To critically examine and analyze the strategies adopted by Lenovo India to build reputation and gain market share.

  3. To analyse links between strategy generation and reputation management.

Supplementary materials

Teaching notes are available, please consult your librarian to access these.



Acknowledgements are due to Diti Shah, Pooja Susan Thomas and Rohini Patel for research assistance and editorial support. Acknowledgements are also due to P. Bhasin, S. Shrimali, and R. Yelisetti, PGP students, Batch of 2012 for their contributions through the presentation made on 26 July 2011.


Kaul, A. (2012), "“Doing” the act: Lenovo and corporate reputation", Emerald Emerging Markets Case Studies, Vol. 2 No. 8. https://doi.org/10.1108/20450621211299547

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