Our case focuses on Da Jiang Innovations (DJI), the Shenzhen-based company that contributed significantly to the growing popularity of civilian drones not only in China, but also globally. It chronicles the genesis and development of the company and its recent efforts to address current challenges and anticipating future competition. DJI within a few years of producing its first drone, cornered more than 70% of the global civilian drone market and emerged as a "decacorn", which are "unicorns" that valued at least US$10 billion. However, with intensifying competition and rapid shifts in technology, DJI's leadership position could erode quickly. Additionally, as concerns about safety, privacy, and security continued to mount, what should DJI do? Our case offers students an opportunity to analyse the challenges and opportunities that confront a new market leader in an emerging industry, in the face of mounting competition and rapid technological shifts from 2017. It also showcases the rise of globally-minded Chinese firms, with DJI as an exemplar. These "born global" firms, also known as micro-multinationals, went global from the start and did not try to build a base in China's domestic markets as their first steps.

【書誌情報】

ページ数：28ページ

サイズ：A4

商品番号：HBSP-NTU139

発行日：2017/9/19

登録日：2017/11/20