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Haier: A Reinventing Giant
Abstract
China-based Haier Group (Haier), the world’s largest home appliance brand, recorded revenues of US$ 32.6 billion and profit of US$ 2.40 billion in 2014. Haier, which began as a small refrigerator manufacturer based in Qingdao, Eastern China, had grown into a renowned global brand due to its commitment to high quality and focus on open innovation. The case focuses on the Innovative Business Model at Haier. It explores in depth the strategies the company adopted at different times to adapt to new challenges in the market. Hiaer, under the leadership of Zhang Ruimin, shifted gears from a quality focus to customer centric innovation to ZZJYTs. In 2013, the company again announced plans to incorporate internet networking as a part of the organization. .. |
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Issues
The case is structured to achieve the following teaching objectives:
- Learn about the Innovative Business Model at Haier and the steps taken that equipped the company to renovate whenever required.
- Understand the skills the company developed over a period of time that separated it from its competitors.
- Analyze the challenges Zhang Ruimin faced in incorporating changes within the organization at various times.
- Analyze the factors that led to Haier becoming the only Chinese brand to be known globally for its quality and innovation.
- Critically analyze the goal of making Haier an internet-based firm.
| Contents |
| INTRODUCTION |
| THE BEGINNING |
| GROWTH |
| INNOVATION AT HAIER |
| REINVENTING HAIER INTO AN INTERNET FIRM |
| LOOKING AHEAD |
| EXHIBIT |
Keywords
Haier, Zhang Rumin, ZZJYT, Strategic Business Unit, Innovation, customer centric innovation, Networking Strategy, Overall Every Control Clear, Total Quality Management.
