We needn't bother with more creation ability. What we need is a higher outline level and a greater deals system, said the CEO of Haier, China's biggest white products producer and one of the world's quickest developing white merchandise organizations. Haier started its endeavors to go worldwide in 1999 by taking advantage of the US market with specialty items. In 2006, Haier reported that it wanted to dispatch another worldwide improvement procedure to reinforce its worldwide image mindfulness. It would have liked to offer greater and innovatively rich white merchandise in the abroad markets and separate itself from other Chinese ware players. This contextual analysis investigates Haier's guide in changing itself from a Chinese easily recognized name to a worldwide brand, and looks at the adequacy of its item broadening and outline technique in its worldwide extension.
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