In 2005, Haier, the first appliance manufacturer in China, has had more than 12 billion dollars in sales worldwide and was the largest of the device brand behind Whirlpool and GE third. Describe the emergence of a Haier refrigerator factory disappeared in Qingdao province of China to an international player with about $ 4 billion in foreign sales. Haier has pursued a nontraditional entering the developed markets of Europe and the United States as a niche player before venturing into neighboring Asian market expansion strategy. Faced with intense competition and price war in the domestic market in 2005 Haier redouble its efforts to build a globally recognized brand. Haier could with the likes of Whirlpool and GE in your market? Haier could successfully defend against Chinese rivals and multinational companies in China, while building a brand overseas?
Krishna G. Palepu
Source: HBS Premier Case Collection
Release Date: October 17, 2005. Prod #: 706401-PDF-ENG
Haier: Taking a Chinese Company Global Business Solution