Jason Chen, chief executive of Acer, the Taiwanese device maker, says a technology company’s brand needs to scale three levels. The base is to be “trusted”, further up is to be “liked”, and the top is reached when it is “respected”.
How does he assess his own company? “We are at the level of, probably, mostly, in the trusted area,” Mr Chen says. “A little bit liked. Much less respected.”
This might sound like damning self-criticism, but he is “not going to worry about it for a little while”. He is still is the process of turning round an ailing company, he says.
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