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商品編號： HKU680 出版日期： 2007/09/25 作者姓名： Ho, Emily;Farhoomand, Ali 商品類別： Marketing 商品規格： 32p 再版日期： 地域： China 產業： 個案年度： -
商品敘述：
We don''t need more production capability. What we need is a higher design level and a bigger sales network"", said the CEO of Haier, China''s largest white goods manufacturer and one of the world''s fastest growing white goods companies. Haier began its efforts to go global in 1999 by tapping into the US market with niche products. In 2006, Haier announced that it planned to launch a new global development strategy to bolster its global brand awareness. It hoped to sell bigger and technologically-rich white goods in the overseas markets and differentiate itself from other Chinese commodity players. This case study explores Haier''s roadmap in transforming itself from a Chinese household name to a global brand, and examines the effectiveness of its product diversification and design strategy in its global expansion.
涵蓋領域：
Innovation;Operations management;Competitive strategy;Competitive advantage;Diversification;Expansion;Business & government relations
相關資料：
Case Teaching Note, (HKU681), 14p, by Emily Ho, Ali Farhoomand
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