Haier: How to Turn a Chinese Household Name into a Global Brand Harvard Case Solution & Analysis

"We do not need more capacity. What we need is a higher level of design and large sales network," said CEO of Haier, China's largest white goods manufacturer and one of the fastest growing companies in the world of white goods. Haier began its efforts to enter the world market in 1999, by clicking on the U.S. market with niche products. In 2006, Haier has announced that it plans to launch a new global strategy to strengthen its global brand recognition. He hoped to sell more and technologically rich white goods in foreign markets and to differentiate themselves from other Chinese players in commodity prices. This study examines Haier plan to transform itself from a Chinese household name to a global brand, and reviews the effectiveness of its product diversification and the development of strategies in their global expansion. "Hide
by Emily Ho, Ali Farhoomand Source: University of Hong Kong, 32 pages. Publication Date: September 25, 2007. Prod. #: HKU680-PDF-ENG

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