CHAPTER 3

THE STORY OF HAIER AND THE EVOLUTION OF ITS CORPORATE CULTURE

Although many Chinese domestic appliance manufacturers have enjoyed competitive success in protecting, defending, and extending their domestic market, only a very few have proven themselves worthy of being regarded as global players. Haier is the leading candidate for such recognition, based on its success in competing in a difficult competitive market against some of the world’s best firms and also because it has achieved this success by repeatedly rethinking its business model and then reinventing the organizational culture that it needs to deliver that model. In other words, Haier’s competitive success is based on a thoughtful, strategic, and ultimately creative way of ...

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