Abstract

The case examines the globalization initiatives of one of the most successful companies in China, the consumer appliance major, Haier Group Co. The case focuses on Haier's initiatives in the US market to establish itself as a major brand. The case also provides information about the competition in the US consumer appliance market and its structure, and the strategies adopted by Haier to overcome the obstacles. The problems faced by Haier in the high-end market in the US consumer appliance industry and future prospects of the company in the US market are also discussed. The case also provides information on the Chinese consumer appliances market.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Globalizing a home-grown business.

Keywords

globalization, China, Haier Group Co., major brand, strategies, obstacles, Haier, high-end market, US consumer appliance industry, future prospects, US market, Chinese consumer appliances, market