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How Leica Defied Digital Disruption by Going Premium
In 2012, Leica Camera was teetering on the edge. The digital revolution had made film obsolete, and the German camera maker was losing money. But instead of trying to compete with Canon and Nikon on volume, CEO Alfred Schopf made a counter-intuitive bet: he would turn Leica into a luxury goods company. This episode tells the story of how Leica slashed production, doubled prices, partnered with Huawei, and transformed itself into a profitable niche player with a cult following. It's a masterclass in how sometimes the best way to survive disruption is to stop trying to win the mass market…
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