In 2005, Haier, a leading manufacturer of the device in China was more than $ 12 billion in worldwide sales and was the third-ranking brands appliance by Whirlpool and GE. Describes the growth of the non-existent Haier refrigerator factory in Qingdao, Shandong Province of China to an international player with nearly $ 4 billion in foreign sales. Haier followed unconventional strategy to expand output in the developed markets of Europe and the U.S. as a niche player before venturing into neighboring Asian markets. Facing fierce competition and price wars in the domestic market in 2005, Haier had to redouble its efforts to build a globally recognized brand. Haier can complete with the likes of Whirlpool and GE in the domestic market? Haier can successfully defend against Chinese and international applicants in China, while building brand abroad? "Hide
by Tarun Khanna, Ingrid Vargas, Krishna G. Palepu Source: HBS Premier Case Collection 27 pages. Publication Date: October 17, 2005. Prod. #: 706401-PDF-ENG
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