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29 cases found for : Brand building
 
Ref No. Title Author(s)
12/510C Haier in India: Building Presence in a Mass Market Beyond China

Product Type: Case

Functional Area: Marketing, Production & Operations Management, Strategy & General Management
Pub. Year: 2012

For Chinese corporation Haier Inc, the biggest seller of major appliances in the world, entering India as an emerging-market multinational is like having a double-edged sword. Its global presence give...

Nikhil Celly
Penny Lau
11/498C Herborist: A Chinese Personal Care Brand Goes Abroad

Product Type: Case

Functional Area: Marketing, Strategy & General Management
Pub. Year: 2011

Herborist, a high-end Chinese personal care brand, had been steadily expanding its share in global markets since 2008. The brand distinguished itself by integrating traditional Chinese medicine with m...

Kevin Zhou
Grace Loo
11/487C Coca-Cola and Huiyuan (B): Antitrust Barriers to Buying Top Chinese Brands

Product Type: Case

Functional Area: Strategy & General Management
Pub. Year: 2011

The Coca-Cola Company ("Coca-Cola") announced a plan in September 2008 to acquire China's biggest juice manufacturer, China Huiyuan Juice Group Limited ("Huiyuan"). This deal has triggered a public ou...

Ping Lin
Wen Zhou
Penelope Chan
11/486C Coca-Cola and Huiyuan (A): Antitrust Barriers to Buying Top Chinese Brands

Product Type: Case

Functional Area: Strategy & General Management
Pub. Year: 2011

The Coca-Cola Company ("Coca-Cola") announced a plan in September 2008 to acquire China's biggest domestic juice manufacturer, China Huiyuan Juice Group Limited ("Huiyuan"). This acquisition will boos...

Ping Lin
Wen Zhou
Penelope Chan
07/347C Haier: How to Turn a Chinese Household Name into a Global Brand

Product Type: Case

Functional Area: Strategy & General Management
Pub. Year: 2007

"We doníŽt need more production capability. What we need is a higher design level and a bigger sales network", said the CEO of Haier, China's largest white goods manufacturer and one of the world's fas...

Ali Farhoomand
Emily Ho
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