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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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:
ID Code:
135914
Deposited By:
Deposited On:
01 Aug 2019 10:45
Refereed?:
No
Published?:
Published
Last Modified:
20 May 2020 08:58