Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • October 2005 (Revised August 2006)
  • Case
  • HBS Case Collection

Haier: Taking a Chinese Company Global

By: Krishna G. Palepu, Tarun Khanna and Ingrid Vargas
  • Format:Print
  • | Pages:27
ShareBar

Abstract

In 2005, Haier, China's leading appliance manufacturer, had over $12 billion in worldwide sales and was the third-ranked global appliance brand behind Whirlpool and GE. Describes Haier's rise from a defunct refrigerator factory in China's Qingdao province to an international player with nearly $4 billion in overseas sales. Haier had followed a nontraditional expansion strategy of entering the developed markets of Europe and the United States as a niche player before venturing into neighboring Asian markets. Facing intense competition and price wars in the domestic market, in 2005 Haier was redoubling its efforts to build a globally recognized brand. Could Haier complete with the likes of Whirlpool and GE in their home market? Could Haier successfully defend against Chinese and multinational challengers in China while building a brand overseas?

Keywords

Global Strategy; Brands and Branding; Manufacturing Industry; Consumer Products Industry; China

Citation

Palepu, Krishna G., Tarun Khanna, and Ingrid Vargas. "Haier: Taking a Chinese Company Global." Harvard Business School Case 706-401, October 2005. (Revised August 2006.)
  • Educators
  • Purchase

About The Authors

Krishna G. Palepu

Accounting and Management
→More Publications

Tarun Khanna

Strategy
→More Publications

More from the Authors

    • April 2025
    • Faculty Research

    Aramco: Navigating the Energy Transition

    By: Tarun Khanna and Samir Junnarkar
    • April 2025
    • Faculty Research

    Velong: Rethinking “Made in China” (B)

    By: Krishna G. Palepu, Billy Chan and Nancy Dai
    • April 2025
    • Faculty Research

    Setting a CEO Agenda: Ole Rosgaard at Greif

    By: Krishna Palepu and Kerry Herman
More from the Authors
  • Aramco: Navigating the Energy Transition By: Tarun Khanna and Samir Junnarkar
  • Velong: Rethinking “Made in China” (B) By: Krishna G. Palepu, Billy Chan and Nancy Dai
  • Setting a CEO Agenda: Ole Rosgaard at Greif By: Krishna Palepu and Kerry Herman
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College.