After breaking into China’s smartphone market in 2010, where it becomes a leading brand, Xiaomi saw sales stagnate and then decline from the mid-2010's as the disruption strategy that empowered its rise loses momentum. As competitors countered every move, targeting its core consumer segment, the company sought to reignite growth and develop a sustainable competitive advantage. This INTHECASE webinar discusses how Xiaomi transformed itself into an IoT ecosystem encompassing a wider range of product categories and pursued its international expansion amidst rising geopolitical uncertainty and domestic regulatory crackdown. This webinar is hosted by Amitava Chattopadhyay, the GlaxoSmithKline Chaired Professor of Corporate Innovation.
• Understand how firms can disrupt an established consumer goods market, achieve continuous growth, and develop a sustainable competitive advantage.
• Explore the advantages and pitfalls of pursuing a pure online strategy in serving a large emerging market as well as the process by which a single-category brand evolves into a multi-category brand, the associated benefits and challenges.
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