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

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Publication date1/01/2017
Host publicationServices Marketing Cases in Emerging Markets: An Asian Perspective
EditorsSanjit Kumar Roy, Dilip S. Mutum, Bang Nguyen
Place of PublicationCham
PublisherSpringer International Publishing
Number of pages8
ISBN (Electronic)9783319329703
ISBN (Print)9783319329680
<mark>Original language</mark>English


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.