Abstract

Haier, the Chinese manufacturer, has climbed from the verge of bankruptcy to establish itself as a global brand. Haier manufactures a range of consumer appliances like refrigerators and freezers, air conditioners, dishwashers, microwaves and televisions. Haier exports its products to more than 165 countries. Haier has come a long way since CEO Zhang Ruimin took charge of the government-controlled company in 1984. His first act as CEO was to smash 76 poor-quality refrigerators with a hammer. Since then, the company has evolved into a transnational organization, widely recognized in the world community. Haier is confident of achieving its short-term goal of becoming one of the world's top three white-goods manufacturers. Will Haier succeed?

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

Haier, the Chinese manufacturer of consumer appliances, Zhang Ruimin, White-goods manufacturer, Haier's Exports and Haier's Short term Goals