Product details

Detailing Whirlpool?s initial years in China, the case illustrates the problems that a global industry leader can face while entering a new, developing market, like China. While it is relatively easy to gain access in the larger cities, there are many barriers associated with establishing a brand presence and gaining a foothold in the less developed regions of China. Through this case, students can examine how Whirlpool should reposition itself in China. Specifically, they can investigate whether Whirlpool China should concentrate on selling or sourcing in the future.