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Slippers On, BenQ Heads Toward I.P.O.

There’s a Googley kind of company in Taiwan, and it’s called BenQ. Far from working on search and advertising, BenQ makes computing products like laptops, cameras and projectors. The company has mostly sold these goods in the Asian and European markets
There’s a Googley kind of company in Taiwan, and it’s called BenQ. Far from working on search and advertising, BenQ makes computing products like laptops, cameras and projectors. The company has mostly sold these goods in the Asian and European markets, struggling to eke out much of a presence in the United States. While it’s a hardware maker and not a Web 2.0 creature, BenQ displays some of the quirky, corporate culture elements often associated with Google. BenQ operates under slogans like “enjoyment matters” and “cool brand and caring.” Its employees stroll around the Taipei headquarters in purple and white T-shirts designed during “family days” and other bonding events. And when staffers show up to work for their first day, they receive a pair of slippers for walking around the office. “It lets you relax,” said Jerry Wang, the vice chairman at BenQ. “How many hours do you usually have to wear shoes? It’s so difficult.” Mr. Wang takes the company’s casual approach rather seriously. He concocted the BenQ name, which stands for “bringing enjoyment and quality to life,” and thinks the company’s attitude can carry over to its products, separating BenQ from the Taiwanese device-making herd.
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