Globalization and Analysis of Lenovo in an International Market

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The world become globalization through the economic, political, cultural, ecological, and ideological[1]. Global economic and political ties more closely; cultural communications are very frequently; global warming, sea protection and other environmental issues need all countries to cooperate to solve. In the multipolar world , the "BRIC" (Brazil, Russia, India and China) ,G20 such emerging economics have an more impact to the world. World multiplarization and economic globalization make the emerging market developing very fast which stimulate the booming of EMMNs (Emerging Market Multinationals). Here is some data already illustrates these new changes. Developing markets accounted for 60% of incremental world GDP from 2000 to 2010.…show more content…
They may face the tariff barriers, the Anti-dumping lawsuit, national protectionism. On the other hand, competition from mature international company, poor brand image, lake the science management and advance technology, the investment and international talent pool, international business experience, language and culture problems make them lost their way when they go out to the International market or to be localization. It’s important for the EMMNs know the global environment, national situation and company capacity and then how to choose an appropriate international marketing strategy according to the company's strategic. There are following representative types: ①OEM strategy, which companies use their own equipment, resources, on behalf of the other manufacturers of its branded products; ②Brand strategy, this strategy is to sell products manufactured abroad, using the company's own brand, allowing customers to choose the product under the brand; ③Joint strategy that mainly refers to domestic joint ventures and foreign companies, through the introduction of foreign capital and management experience to grow the enterprise strength; ④Investment strategy, this strategy use origin-developed capital markets, through the capital, on mergers and acquisitions of foreign companies to expand business control in foreign markets,

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