Haier

Zhang Ruimin: Taking Haier Higher Article of interview with Haier CEO Zhang Ruimin by The McKinsey Quarterly An article titled "China's Refrigerator Magnate"with a subhead "Zhang Ruimin, CEO of the Haier Group¡ªthe Chinese company that is the world's fifth biggest maker of white goods¡ªdescribes his plan to create a global brand"was published on issue 3 of The McKinsey Quarterly 2003" was published on The McKinsey Quarterly, issue 3/2003, in which Zhang Ruimin expatiated Haier's SBU management and globalization strategy for worldwide recognition of Haier brand. The McKinsey Quarterly spoke high about Zhang Ruimin's philosophy, Haier will "----- extend its strong domestic brand reputation into the West by introducing innovative products for niche consumer markets and then expanding into bigger ones ¡ª a strategy that would enable the company to enjoy the higher margins that come with brand sales instead of slugging it out as a low-cost supplier to Western companies." The photo is from The McKinsey Quarterly website