Haier - The Chinese Global Competitor
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
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BSTR181 |
Electronic Format: Rs.
400;
Courier (within India):Rs. 25 Extra
ThemesGlobalization |
Turnaround |
| Case Length |
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15 Pages |
| Period |
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1995-2005 |
| Organization |
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Haier |
| Pub Date |
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2005 |
| Teaching Note |
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Not Available |
| Countries
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India |
| Industry |
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Consumer Electronics |
Abstract:
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The case discusses the transformation of China based Haier Group from a
bankrupt, government-controlled collective enterprise in 1984 into a global
consumer electronics giant by the early 2000s. The case describes the
business environment in China and Haier's unique work culture which helped
the company emerge as the leading home appliance manufacturer in the
country. It then examines Haier's efforts to gain a foothold in the global
markets including the US, European and Asian countries. The case details the
major strategies adopted by Haier in response to the business environment it
operated in, pertaining to quality improvement, acquisition,
diversification, technology upgradation and globalization. Finally, it
explores the challenges that Haier could face in taking its globalization
efforts further.
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The case will help students gain an understanding of the
external business environment of a firm, importance of corporate culture,
rationale behind globalization, globalization strategies and the challenges
faced by firms in globalizing their operations.
Issues:
» Understand the business environment that existed in China prior to the
reforms introduced by Deng Xiaoping in the early 1980s
» Appreciate the role played by corporate culture in turning companies
around
» Understand the importance of acquisitions and alliances in diversification
and globalization
» Gain understanding on the factors that drive companies to globalize
» Appreciate how visionary leadership can work as a core advantage for a
company to attain success in global markets
» Examine how innovation and differentiation of products can be used to enter
new markets
Contents:
Keywords:
Haier Group, Maytag Corporation, OEC Management System, 3E Evaluation
Parameters, Brand Building, Organizational Culture, Product Design,
Collective Enterprises, Worker Management and Chinese Home Appliances
Industry
Haier - The Chinese Global Competitor
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