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Acer, established in 1976, is an international self-owned brand company engaged in the research, design, marketing, sales, and service of smart phones, tablets, personal computers, display products, and servers. It actively develops cloud technology and solutions in conjunction with the Internet of Things, making it an integrated enterprise that combines software, hardware, and services. In 2014, Acer ranked fourth in the world in terms of global PC shipments, with revenue of $10.39 billion and approximately 7,000 employees worldwide.

Brand Introduction: Acer Group didn’t start as one of the top two PC manufacturers globally but achieved impressive results through years of strategic planning. It finally became one of the top two global PC manufacturers.

Acer Group includes the following PC brands: Acer, Gateway, Packard Bell, emachines, Founder (acquired Founder’s PC business), and the PDA and portable device brand Yizhentian. Acer had an absolute leading position in Europe and Africa, while the Gateway brand held the third position in the US market. Packard Bell also had a notable presence in Europe.

Acer’s market presence in mainland China is substantial. With competitively priced and well-designed laptops, it has garnered recognition for its reasonable design and value for money. Acer’s desktop PCs ranked second in sales in mainland China in 2011.

As of 2015, Acer employed over 8,000 people globally. It is an international company focused on marketing and services for information products. Acer is mainly involved in the research, design, marketing, and services for self-owned brand desktop PCs, laptops, servers, LCD monitors, and digital home products. It also develops channel business and micro-electronic services. In 2012, Acer acquired iGware, marking the beginning of its foray into the cloud industry and long-term strategic planning.

Acer has received numerous recognitions over the years, including being named one of the “World’s 100 Most Influential People” by Time magazine in 2000 and consistently winning Reader’s Digest brand honors from 1999 to 2010. It has also been selected as one of the “Top 10 Influential Technology Companies of 2009” by BusinessWeek.

Brand Culture: Acer’s historical mission is to “break down the barriers between technology and people.” It focuses on user-friendly design and the development of “Empowering Technology” to provide consumers with easy-to-use and reliable products. It caters to consumers’ actual needs by offering user-friendly interfaces and practical computer settings, enabling users to easily operate machines and enjoy the benefits of high technology, thus improving their quality of life.

With over 40 years of experience in the IT industry, Acer holds a leading position in terms of product technology and quality. Its products have consistently pushed the boundaries of innovation, such as the Aspire third-generation home computer series introduced in 2003, which elevated the standard for home use. Acer has also embraced the trend of “thin and light” in laptops, reducing product thickness from 1 yuan coin to 5 jiao coin thickness, demonstrating Acer’s commitment to innovation and leading-edge technology.

Starting in 2007, Acer recognized the growing divide between the consumer and commercial laptop markets and further segmented its products based on aesthetics. This approach satisfied the emerging consumer demand and set new trends in technology fashion.

Since 2013, Acer has initiated a corporate transformation plan, shifting from a hardware manufacturing company to one that integrates software, hardware, and services. In the era of the Internet of Things, Acer combines a spirit of software, hardware, and service to provide customers with a better quality of life and a more premium lifestyle.

Corporate Responsibility: In the 20th century, the IT market experienced rapid growth, widespread applications, and continuous technological innovation, with Acer playing an unparalleled role in driving globalization. As an essential part of the national economy, industrial growth and rapid resource consumption are inherent to its nature. These resources are not limited to a specific region but transcend national boundaries. Multinational corporations have grown and gained influence, leading to increased demands for environmental, ethical, and social responsibilities from global perspectives.

Corporate ethics has become a key challenge and a crucial element of the management philosophy, in addition to organizational structure, expertise, systems, and social development processes. Multinational companies like Acer, including others, must meet the demands of the 21st century. The value standards revealed by corporate ethics not only guide daily operations but also serve as guiding principles in the pursuit of both profitability and societal goals. A company with corporate ethics must fulfill complete legal, social, and charitable responsibilities, beyond just profitability.

Balancing global economic, environmental, and social resources through the setting of objectives is an essential element of the corporate philosophy and practice of corporate social responsibility (CSR). Implementing CSR is a prerequisite for business operations in the 21st century. Acer, as an internationally recognized computer industry leader, has integrated corporate social responsibility into its operations. Since 2006, Acer has taken a more proactive and careful approach to addressing sustainability issues. Acer believes that promoting and implementing corporate social responsibility and participating in international CSR initiatives not only reflect its determination in practice and action but also contribute to global sustainable development efforts.

Acer’s Corporate Social Responsibility Report (CSR Annual Report) has been continuously nominated for the Emerging Markets Index component stocks recommended by the Dow Jones Sustainability Index (DJSI) in 2014 and 2015. Acer was also recommended as a component stock of the MSCI Global Sustainability Index in 2015. In the global technology and equipment industry, it has been recognized as an A-level manufacturer.