“We do not need more production capacity. What we need is a higher level of design and a larger distribution network,” said the CEO of Haier, China’s largest white goods manufacturer and one of the world’s fastest growing white goods company. Haier began its efforts to go global in 1999 by opening up the U.S. market with niche products. In 2006, Haier announced that it will develop a new global strategy to strengthen its global brand awareness, launch planned. It hoped to sell bigger and technological … Read more »

“We do not need more production capacity. What we need is a higher level of design and a larger distribution network,” said the CEO of Haier, China’s largest white goods manufacturer and one of the world’s fastest growing white goods company. Haier began its efforts to go global in 1999 by opening up the U.S. market with niche products. In 2006, Haier announced that it will develop a new global strategy to strengthen its global brand awareness, launch planned. It was hoped, bigger and technically-rich white goods in overseas markets to sell and differentiate itself from other Chinese commodity players. This case study examines Haier roadmap is changing from a Chinese term for a global brand, and examines the effectiveness of product diversification and design strategy for global expansion.
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from
Emily Ho,
Ali Farhoomand
Source: University of Hong Kong
32 pages.
Publication Date: Sep 25, 2007. Prod #: HKU680-PDF-ENG
Haier: How to Make a Chinese Household Name into a Global Brand HBR case switching solution

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