Zhang Ruimin: Achieving Excellence through Reinvention of Business Model and Corporate Culture at Haier

Zhang Ruimin: Achieving Excellence through Reinvention of Business Model and Corporate Culture at Haier
Case Code: BSTR477
Case Length: 13 Pages
Period: 2012-2014
Pub Date: 2015
Teaching Note: Not Available		 Price: Rs.300
Organization: Haier Group
Industry: Consumer Appliances
Countries: China and Global
Themes: Business model reinvention, Corporate Culture, Innovation, Customer Engagement
Zhang Ruimin: Achieving Excellence through Reinvention of Business Model and Corporate Culture at Haier
Abstract Case Intro 1 Case Intro 2 Excerpts

Haier in its Initial Years

The origin of Haier dates back to 1955 when a group of people in China formed a handicraft-producers' cooperative, a collective enterprise under the Chinese industrial classification. In 1958, the handicraft-producers' cooperative changed its name to 'Qingdao Electric Machinery Factory' and started making fans, motors, and other electric products. During the Cultural Revolution(1966-76), the company's name was changed to 'East Wind Electric Machine Factory'. In 1979, the company merged with a small machine factory and was renamed Qingdao Home Appliance Factory. The same year, the company began manufacturing no-frills washing machines.....

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