Default Category
-
Hisense-Hitachi Joint Venture: Expanding Internationally
Paul W. Beamish; Su LiuCase IVEY-9B16M169-EStrategyIn June 2014, Hisense of China and Hitachi of Japan were considering whether their 11-year-old joint venture (JV) should once again assume responsibility for its international sales. After developing a solid central air-conditioner market share in China, in 2009, the JV began to sell in various overseas regions but struggled. In April 2012, the partners agreed to have a Hisense subsidiary (the HIMC) assume full responsibility for selling the JV’s...Starting at €8.20
-
Hisense-Hitachi Joint Venture: Expanding in Southeast Asia
Paul W. Beamish; Su LiuCase IVEY-9B16M220-EStrategyBefore re-entering the Southeast Asian market in 2015, the Hisense-Hitachi joint venture mainly used the well known Hitachi brand to explore overseas markets. After the JV had accumulated enough capacity to adopt a product differentiation strategy, they decided to treat the Hisense brand as the focal brand in Southeast Asia and adopted a series of distribution strategies that differed from what they had used to sell Hitachi branded products elsew...Starting at €8.20