HAIER GROUP

C O R P O R AT I O N
 A Chinese based company that
designs, develops,
WHO ARE manufactures and sells home
THEY? appliances. Founded in 1984.
HAIER GROUP
CORPORATION
 OBJECTIVE

Haier aims to expand its leadership in smart home appliances in Europe

and become consumers’ first choice and the global leader for smart home
appliances.
WHEN DID IT DECIDE
TO CONDUCT A
TRANSNATIONAL
STRATEGY?

- 1992 Haier began its internationalization.

- Developed countries: US, Germany, Italy and the

Netherlands

- Emerging economies: South-East Asia entered joint

ventures with local companies.
 Avoid domestic
competition and
price wars

More growth
W H A T WA S potential abroad
(customer
THE REASON? internationalization)

Build a better-known
brand image
 WHERE DID
T H E Y E X PA N D
TO?

First developed : Italy, Japan, US, Germany, Italy

and the Netherlands via importers and in South-
East Asia through joint ventures with local
companies.
W H AT T Y P E O F F D I I S M O R E A P P R O P I AT E ?

MARKET-SEEKING FDI GLOBAL LEADERSHIP IN THEIR

SPECIFIC INDUSTRY THROUGH
MERGERS.
REFERENCES

• ypdu.pdf (torontomu.ca)

• Company Overview (haier.com)

• Home - Haier Europe (haier-europe.com)