Options for growth: The case of Haier (A)

Case Solution

Franziska Frank
ESMT - European School of Management & Technology ()

The cases center on how Zhang Ruimin, CEO of Qingdao Refrigerator Factory, managed to turn a near-bankrupt factory that turned poor-quality refrigerators into one of the world’s largest manufacturers of home appliances. With a series of rigorous steps, Ruimin has succeeded in improving the quality of refrigerators through the right incentives and processes. In addition, it expanded the product range to other areas of home appliances, and finally, it aggressively opened up foreign markets with forays into the larger and more competitive markets in America and Europe.

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