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Hisense's Internationalization Dilemma: Co-Operation with Loewe
Su Liu; Paul W. BeamishCaso IVEY-9B17M155-EConocimiento y comunicación, Dirección estratégicaHisense 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...Desde 8,20 €