Problem
Brand recognition is a challenge for a company especially from developed world. Although, Haier has been successful in china, the path forward for this company to be known as a global company may be quiet different.
• Why was Haier so successful in china?
• Was Haier decision to globalize into developed markets early on a good strategy?
• Can Haier build on its success in niche products to become a dominant global brand in high end white goods?
• Is Haier three thirds strategy a viable or wise approach?
• How would you have taken Haier global? Would your strategy be any different from the strategy followed by the company? If so, why and if not why?