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Going Global Case Study

Case Title:

Haier: Developing a Global Brand

Publication Year : 2004

Authors: V Bala Kiran, Sumit Kumar Chaudhuri

Industry: Engineering, Electrical and Electronics


Case Code: GGL0007

Teaching Note: Available

Structured Assignment: Available

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Haier started its operations in China in 1984 as a refrigerator manufacturer and by 1991, it was a popular brand in China with various products in its kitty. It soon forayed into the production of other domestic appliances like microwave ovens, washing machines and air conditioners. In the early 1990s, the company started exporting its products to the American, European and Japanese markets. To create its own brand in the foreign markets, Haier established overseas manufacturing units and also started employing the local people. By 2002, Haier had become the fifth largest manufacturer of consumer appliances in the world and the largest in the global refrigerator business.

Pedagogical Objectives:

  • To discuss Haier’s efforts to build a global brand and dispel the myth that Chinese products are generally of low quality and that Chinese companies earn market share only through cheap products.


  • Introduction
  • A brief overview
  • Branding itself in China
  • The European expansion

  • The American operations
  • In India
  • A challenging future

Keywords : Haier; Total quality control; Merloni; Sanyo; SAMPO; Samsung; Mitsubishi; Menghetti Spa; General Electric (GE); Whirlpool; Wal-Mart; Sears; Zhang Ruimin; World Brand Laboratory; Growth Strategies Case Study; Haier Europe

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