Haier in 2005

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : BSTA122 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges


Case Length : 18 Pages
Period : -
Organization : -
Pub Date : 2005
Teaching Note : Not Available
Countries : China
Industry : -


Haier, the Chinese manufacturer, has climbed from the verge of bankruptcy to establish itself as a global brand. Haier manufactures a range of consumer appliances like refrigerators and freezers, air conditioners, dishwashers, microwaves and televisions. Haier exports its products to more than 165 countries.

Haier has come a long way since CEO Zhang Ruimin took charge of the government-controlled company in 1984. His first act as CEO was to smash 76 poor-quality refrigerators with a hammer. Since then, the company has evolved into a transnational organization, widely recognized in the world community.

Haier is confident of achieving its short-term goal of becoming one of the world's top three white-goods manufacturers. Will Haier succeed?


  Page No.
Introduction 1
Background Note 1
Zhang's Management Style 2
The Turnaround 3
Developing Competencies 11
Future Outlook 13
Exhibits 14


Haier, the Chinese manufacturer of consumer appliances, Zhang Ruimin, White-goods manufacturer, Haier's Exports and Haier's Short term Goals

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