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Branding de novo

Lenovo's turnaround trick will be harder this time

Ethan Bilby 

Ethan Bilby Lenovo is hoping history will repeat itself. The Chinese tech company launched itself onto the global stage by buying and rehabilitating IBM's loss-making ThinkPad division in 2005. Its latest purchase of Motorola poses a similar challenge but with less upside: the US handset maker is a bit player with falling sales. IBM's PC unit was losing money when Lenovo bought the business. But sales were still growing, and at the time it ranked third in worldwide PC shipments, Gartner data shows. Lenovo turned the business around by using in-house manufacturing to control costs. Even then, ...

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First Published: Thu, February 13 2014. 21:32 IST