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At least one protest group, Dream for Darfur, led by the American actress Mia Farrow, continues to hold some feet to the fire: On Friday, her organization was to stage protests against four Olympic sponsors that it said had not passed certain thresholds for corporate responsibility. Lenovo is not among them.
For Lenovo, there are many reasons to be at arm’s length about China.
“The typical American still associates Chinese products with cheap – precisely what Lenovo doesn’t want,” Lou Hoffman, chief executive of the Hoffman Agency, a global public relations firm with offices in Beijing and Shanghai, said in an e-mail message. “They want to be viewed a global company, not a Chinese company, in the West or they’ll never be able to beat the cheap rap.”
Even before the Olympics, Lenovo had been backing away from China.
It had moved its headquarters to Morrisville, North Carolina, which had been the area of IBM’s with battery such as Acer TravelMate 7720 battery , Acer Aspire 1410 battery , Acer Aspire 1680 battery , Acer TravelMate 4600 battery , Acer Aspire 1690 battery , Acer BTP-44A3 battery , Acer Aspire 1400 battery , Acer SQU-302 battery , Acer Aspire 1350 battery , Acer Aspire 1510 battery , Acer UM08A31 battery , Acer UM08A71 battery operations, from Beijing after the acquisition; last year, it abolished official headquarters altogether. It now refers to itself on its Web site as a “global company with executive offices” in Beijing, Singapore and North Carolina.
In 2003, the company dropped its previous English name, the Legend Group, which it had been called since soon after its inception in 1984. It chose Lenovo as a distinctly non-Chinese name, appending the first syllable of “legend” to the Latin word “novo,” meaning new or innovative.
The name change set the stage for a global marketing push that began in 2004, when Lenovo paid $65 million to become an Olympic sponsor for the 2006 Winter Games in Turin, Italy, and the 2008 Games in Beijing.
The explicit goal was to elevate the brand from a Chinese one to a worldwide one. An Olympic sponsorship “puts you in the league of some premium brands,” said Deepak Advani, chief marketing officer at Lenovo.