Lenovo has changed its structure, creating two business units to focus on mature and emerging markets.
Lenovo CEO Yang Yuanqing said the changes were designed to improve time to market.
"Our goal is to create a faster, more streamlined organisation that can adapt quickly to target strong growth opportunities while more effectively focusing resources on our core business," he said.
The mature markets include Western Europe, the US, Japan Canada, Israel, Australia and global accounts.
Emerging markets will be handled by Chen Shaopeng, who has been running the Asia pacific and Russian region and includes Africa, Asia Pacific, Eastern Europe, India Russia, Taiwan, Turkey and the Middle East.
At the same time, the vendor is realigning its product divisions. The Think product group will focus on commercial customers and the top end of the SME market and the Idea group will pick up the commercial and low-end of the small business user base.
The change in strategy replaces the existing regional market organisations and sees a change in role for Milko Van Duijl, who has been running EMEA, to take responsibility for the mature markets division.
A version of this story originally appeared on Microscope.