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Huawei-Leica Alliance: Reinventing Smartphone Photography or Building Brand Image
Wiboon Kittilaksanawong; Freddy Rocky MasonCase IVEY-9B17M025-EEntrepreneurship, StrategyIn 2016, Chinese telecommunications equipment firm Huawei Technologies Co. Ltd. (Huawei) aspired to be the world’s top smartphone manufacturer. The company had identified German camera company Leica Camera AG (Leica) as a long-term partner to reinvent Huawei’s smartphone photography to beat an influx of domestic rivals and the market leaders, Apple and Samsung. The flagship dual camera smartphone that was co-engineered by Huawei and Leica, the P9...Starting at €8.20