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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
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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
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Hisense's Internationalization Dilemma: Co-Operation with Loewe
Su Liu; Paul W. BeamishCase IVEY-9B17M155-EKnowledge and Communication, StrategyHisense Co., Ltd. (Hisense) was the fourth-largest television maker in the world, but its market share and brand recognition remained low in Europe. Therefore, strengthening its branding and improving its sales there were priorities for the Chinese company. In 2013, Hisense was considering whether to establish a strategic alliance with the German high-end television manufacturer Loewe AG (Loewe). Despite having a good reputation, Loewe was suffer...Starting at €8.20