Huawei-Leica Alliance: Reinventing Smartphone Photography or Building Brand Image? Case Solution

Case Solution & Analysis for Huawei-Leica Alliance: Reinventing Smartphone Photography or Building Brand Image? by Wiboon Kittilaksanawong, Freddy Rocky Mason.

Complete Case details are given below :

Case Name :      Huawei-Leica Alliance: Reinventing Smartphone Photography or Building Brand Image?
Authors :           Wiboon Kittilaksanawong, Freddy Rocky Mason
Source :              Ivey Publishing
Case ID :           9B17M025 / W17065
Discipline :        General Management
Case Length :    16 pages
Plagiarism : NO (100% Original work)
Description for case is given below :
In 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, contained a camera module that was actually made by a Chinese manufacturer, Sunny Optical Technology Co., under Leica’s authorization. As a result, Huawei’s motives for the partnership with Leica were criticized as a quick fix to beat Apple in the dual camera market and repair negative publicity the company had suffered earlier. Was the long-term alliance really the best solution for both Huawei and Leica? Was it the right alliance in an emerging market?
 
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