As part of the commoditization of the pc, in the eighties and nineties, Asian pc hardware vendors went from basic manufacturing to simple assembly to motherboard layout to full system design.

They basically went from subcontractors for Dell and the like, to almost completely replacing Dell and the line by moving up in the chain until Dell had very little value left to add.

On reflection I think the BEST possible example must be Pixar. They are a shining example of going up the stack in a phenomenal way. They started with graphics rendering hardware:

https://en.wikipedia.org/wiki/Pixar_Image_Computer

And then they wanted to sell software:

https://en.wikipedia.org/wiki/Pixar_RenderMan

And then they ended up making movies! This is described in Ed Catmull's book and I think there's a documentary on Netflix too.

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I also think it's interesting that George Lucas started out as a special effects guy and then he made Star Wars. So the effects really do help the storytelling.

Microsoft?

They started with the OS, branched to languages, added Office (against much better competitors), started to control the browser and then antitrust happened.

Red Hat? From a mass market Linux to enterprise Linux maintenance to middleware (jboss) And from hardware enablement to virtualization to lightweight virtualization, cloud management and container orchestration?

Microsoft?