A Chinese Approach to the European Market
384 views · Published 26 November 2014 · 2:31 · Indexed 20 October 2026
Channel: IESE Business School · 2014 · Education
As the world's largest appliance company, Haier is known for its made-in-China efficiency and ubiquity. Yet in Europe, Haier is now targeting the premium market for high-end products. Rene Aubertin, the CEO of Haier Europe, offers insights into Haier's experimental approach to Europe, its Chinese culture and its global agility.
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