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Haier by Federico Donati is a document available to read on EtoBox.

Haier was very successful in China due to market dynamics like increased agricultural productivity freeing up cheap labor, and government support of local manufacturers. Haier focused on quality, pursuing technology licenses and JVs to learn best practices, and spending heavily on marketing to build its brand. While entering developed markets early allowed Haier to establish itself globally, it was a risky strategy as those markets were dominated by strong incumbents. However, Haier was able to succeed by

Author

Federico Donati

Language

EN