When customers become fans

Volume: 57, Issue: 2, Pages: 95 - 95
Published: Dec 1, 2016
Abstract
In less than six years, Beijing-based Xiaomi Inc. has become one of the worlds leading smart-phone makers. One key factor is that the company offers its phones to customers in China at lower prices than competitors like Apple Inc. null and sells mainly via e-commerce to keep costs low. But Xiaomi has done more than just keep costs down; it has also cultivated user pride through null user-centered and open innovation, harnessing the energies of...
Paper Details
Title
When customers become fans
Published Date
Dec 1, 2016
Volume
57
Issue
2
Pages
95 - 95
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