Why was Haier so successful in China?
Haier was so successful in China because the company was committed to producing excellent
quality, engaged in continuous innovation, and had high market responsiveness. The CEO Zhang
Ruimin believed that the company needed to provide superior quality to allow them to stay in the
industry longer and to compete with the competition. In the text there was an example where
Zhang smashed 76 refrigerators that did not meet the requirements (p.2). In addition to his focus
on quality, he also believed that they would need to continuously expand their products and the
innovation. He knew that differentiation was important in it set to succeed in this kind of market.
In the case, we learned that Haier had about 96 product categories with 15100 specifications
(p.7). The company also provided great service to help build their brand reputation and
