Neal Roese

After breaking into China’s smartphone market, where it becomes a leading brand, Xiaomi sees sales stagnate and then decline as the disruption strategy that empowered its rise loses momentum. As competitors counter every move, targeting its core consumer segment, the company urgently needs to reignite growth and develop a sustainable competitive advantage.

Published 24 Feb 2021

Reference 6608

Topic Marketing

Industry Information Technology and Services Consumer Electronics

Region Asia

View case
After breaking into China’s smartphone market, where it becomes a leading brand, Xiaomi sees sales stagnate and then decline as the disruption strategy that empowered its rise loses momentum. As competitors counter every move, targeting its core consumer segment, the company urgently needs to reignite growth and develop a sustainable competitive advantage.

Published 24 Feb 2021

Reference 6608

Topic Marketing

Industry Information Technology and Services Consumer Electronics

Region Asia

View case