Challenge: For its 15th anniversary in China, Dell wanted to illustrate its qualitative and quantitative contributions, and demonstrate its commitment to the Chinese market.
Solution: APCO helped Dell develop a corporate report assessing Dell’s contributions to China. A Ministry of Commerce-affiliated think tank, the Chinese Academy of International Trade and Economic Cooperation (CAITEC), was identified to jointly produce the report. The report showcased Dell’s “China Value Story,” representing the objective views on Dell from both foreign and Chinese research institutions.
Result: The report consisted of three sections, focusing on Dell’s development in China over the past 15 years, including its contributions to China’s economic growth, technology advancement and sustainable development. Dell’s corporate responsibility initiatives and their impact on China’s social and economic development were also included. The report successfully communicated key messages to Dell’s external and internal stakeholders, such as government regulators, media, customers, partners and employees.