An article written by William Amelio, CEO of Lenovo, represents an important addition to the portfolio of executive views promoted by IACCM in recent months, such as those from Sam Palmisano of IBM and Eric Schmidt from Google. The article demonstrates how critically important it is for our community to understand the role of brand image and trust in ensuring business success and for us to consider how these impact the way we select, negotiate and manage trading relationships. It argues that companies must move past their traditional goal of achieving the lowest price and instead start to understand the need for relationships that deliver brand quality.
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