Hisense’s Strategic Transformation: From Manufacturing to Design and Innovation

Name: Hisense’s Strategic Transformation: From Manufacturing to Design and Innovation (English version)
SKU: W47185

Ning Su, Baolong Ma, Shuangshuang Song

Product #:W47185

Supplier:Ivey

Discipline:General Management, International Business

Setting:2025

Details:Case (PDF) • 9 pages • 2026-03-20

Subjects:

Internationalization Diversification Branding

Industries:

Fabrication and manufacturing

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$10.54

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Hisense is a global consumer electronics brand that frequently sponsors sports events such as the Australian Open tennis tournament, Formula One, and the FIFA World Cup. Hisense was established in the 1960s in Qingdao, China, as a radio factory and was initially engaged in original equipment manufacturing (OEM) for multinational firms. After decades of capability-building and R&D, the company evolved into a global brand with distinctive design and innovation, owning multiple sub-brands including UK-based Fridgemaster, Slovenia-based Gorenje, and Japan-based Toshiba. In 2025’s rapidly changing business landscape, Hisense will need to leverage its core competencies to diversify and lead in other sectors such as automotive electronics, medical displays, chips, and smart cities.

Learning Objectives

After completing this case, students will be able to do the following:

Explore how technology firms can complete a strategic transformation from original equipment manufacturer (OEM) to a global powerhouse of design and innovation.
Learn about the strategic role of internationalization in the growth and evolution of firms, including firms based in emerging markets.
Understand a portfolio of strategies using the Ansoff Matrix, including market penetration, market development, product development, and both related and unrelated diversification.