Product details

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Case
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Reference no. 9-709-S06
Spanish language
Published by: Harvard Business Publishing
Originally published in: 2008
Version: 28 February 2005
Revision date: 08-May-2019
Length: 26 pages
Data source: Published sources

Abstract

This is a Spanish version. Haier, the first Chinese consumer durable brand in the United States, succeeded in the compact refrigerator, freezer, and air conditioner markets and then built a US factory to enter the full-size market. Issues include the value of a local entrepreneur to the Asian manufacturer entering the United States; brand building and price positioning; the sourcing location decision trade-off between production costs and logistics costs; the role of change in the US appliance distribution channels; global and regional competitive analysis; the response of US competitors to the global sourcing evolution; and the time horizons of Chinese company management.
Location:
Industry:
Size:
Gross revenue USD10 billion, 35,000 employees
Other setting(s):
2003-2004

About

Abstract

This is a Spanish version. Haier, the first Chinese consumer durable brand in the United States, succeeded in the compact refrigerator, freezer, and air conditioner markets and then built a US factory to enter the full-size market. Issues include the value of a local entrepreneur to the Asian manufacturer entering the United States; brand building and price positioning; the sourcing location decision trade-off between production costs and logistics costs; the role of change in the US appliance distribution channels; global and regional competitive analysis; the response of US competitors to the global sourcing evolution; and the time horizons of Chinese company management.

Settings

Location:
Industry:
Size:
Gross revenue USD10 billion, 35,000 employees
Other setting(s):
2003-2004

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