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Jia, Liande (2020) Huawei Mobile International Market Development Strategy Research. Masters thesis, Dublin, National College of Ireland.
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Abstract
This thesis used a comparative case study as a qualitative method to analyse the internationalisation strategy of Huawei mobile, as well as its benefits, challenges and implications. In developing global market, Huawei has been customer-centric, innovation-driven and focus on building its global leadership by enhancing its competitive capabilities after its preparation in growing its capabilities in the domestic market before internationalisation. In different markets, Huawei adopted both standardisation and adaption strategies, including its innovation focus and high-end smartphones and 5G facilities based on its highly-focused and standardised research and development, its strategic partnership in the developed countries and adaption to local legal, technological and political issues. It is no wonder that Huawei has benefited from its strategies that contributed to its performance enhancement. However, some aspects have been neglected in Huawei's internationalisation strategy, such as failing to meet the dynamic customers' need (Li, 2019; Huang, 2019). Also, brand communication and pricing strategy have been challenged along with the product design (Dmitrijevs, 2020; Xia & Gan, 2017; Li, 2019). Moreover, it seems Huawei has neglected or poorly managed some aspects from the external environment, especially in legal and regulation, as well as political and technological perspective.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | H Social Sciences > HF Commerce > Marketing H Social Sciences > HF Commerce > Telecommunications in Business > Mobile Telephone Networks |
| Divisions: | School of Business > Master of Science in International Business |
| Depositing User: | Dan English |
| Date Deposited: | 10 Feb 2021 17:38 |
| Last Modified: | 10 Feb 2021 17:38 |
| URI: | https://norma.ncirl.ie/id/eprint/4725 |
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