Over the past 30 years the Haier Group Chinas leading appliance manufacturer rose from the ashes of an obsolete Shangdong factory to become the worlds leading major appliances brand in 2012. With 2012 earnings reaching $25.8 billion Haier was unique among emerging market firms: Instead of relying just on exports based on low production cost it established overseas factories integrating localized R&D localized manufacturing and localized marketing to continuously create demand in overseas customers thus establishing Haiers international brand name. CEO Zhang Ruimin has set Haiers sights on additional market penetration in both developed and emerging markets but must address intensifying competition at home as well.
Researching Haiers global operations and strategic ventures over the past several years answer the following:
1. Characterize Haier and its industry.
2. Discuss Haiers entry timing location selection and modes of entry in light of the modules concepts and vocabulary.
3. Was Haier able to leverage differences between its home and foreign institutional environments?
4. What are the strategic imperatives for action for Haier to successfully balance its international expansion with its need to deepen its home country competitiveness?
Suggested Resources:
Haier 2012 Annual Report and company website
Commentary may include Reuters WSJ Financial Times or industry-related publications
Short paper Guideline: double spaced 12-point Times New Roman font one-inch margins and APA-format citations. Page length requirements: 46 pages.