Case study 3:Co-create a smart phone brand with consumers via social media: A case study of Xiaomi in China

Yang, Sophie and Wos, Anna (2017) Case study 3:Co-create a smart phone brand with consumers via social media: A case study of Xiaomi in China. In: Services Marketing Cases in Emerging Markets. Springer International Publishing, Cham, pp. 27-34. ISBN 9783319329680

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Official URL: https://doi.org/10.1007/978-3-319-32970-3_4

Abstract

Xiaomi was established in Beijing, China in 2010 (Xiaomi 2014) as a mobile manufacturer who relies solely on an online presence of its business. The main idea behind this company was a disagreement for a high-quality technology to be highly overpriced (Mi 2015). Lei Jun, the founder of the company, gathered experts from internet and technology companies such as Google, Motorola, Microsoft, Yahoo among others to bring this idea to reality.

Item Type:

Contribution in Book/Report/Proceedings

Uncontrolled Keywords:

/dk/atira/pure/subjectarea/asjc/1400

Subjects:

?? ECONOMICS, ECONOMETRICS AND FINANCE(ALL)BUSINESS, MANAGEMENT AND ACCOUNTING(ALL) ??

Departments:

Lancaster University Management School > Marketing

ID Code:

135914

Deposited By:

ep_importer_pure

Deposited On:

01 Aug 2019 10:45

Refereed?:

Published?:

Published

Last Modified:

17 Sep 2023 04:05

URI:

https://eprints.lancs.ac.uk/id/eprint/135914