Posted by raimund.hudak in category: Initial Ideas
What is the case study all about? What is the broad topic, what are the main aspects to be covered?

In 2011, Haier, China's leading appliance manufacturer, had over $20 billion in worldwide sales and had just been named the leading refrigerator manufacturer worldwide. 
This case describes Haier's rise over three decades, from a defunct refrigerator factory in China's Shandong province to an international player with $5.5 billion in overseas sales. 
Haier had followed a nontraditional expansion strategy of entering the developed markets of Europe and the United States as a niche player before venturing into Middle Eastern and neighboring Asian markets. 
Looking ahead to the next decade, Haier CEO Zhang Ruimin saw opportunities for Haier to grow through product diversification and additional market penetration in both developed and emerging markets. He and his colleagues would depend on their experience of acquiring numerous companies, entering and retaining new markets, restructuring the organization, and managing hundreds of subsidiaries around the world. 
They would need to determine which of the lessons learned from Haier's international operations should be implemented in China and which skills learned at home could best be applied abroad

    Term Paper

    Posted by raimund.hudak in category: Initial Ideas
    Please summarize here the results and key findings in a three page term paper?



      Posted by raimund.hudak in category: Initial Ideas
      Please describe here the approach to the case study. What kind of material will you use? How can the internet research provide additional information to the case material?

      Subjects to be covered:
      Brand management; Brands; Competition; Emerging markets; Expansion; Globalization; International business; International operations; Internationalization; Localization; Strategy