A Chinese Firm Goes Global: The Gree Story
This casebook examines the success of Gree Electric Appliances, taking a close look at Gree’s marketing, branding, management strategies and services, together with information on how they compete with overseas companies, and how they deal with intermediaries. The specialist coverage also highlights the problems experienced at Gree, the challenges successfully conquered, and its possible future paths. This book analyses the KSF’s (Key Successful Factors) of Gree Electric Appliances which is a national champion of the air conditioning industry in China. Its KSF’s include marketing strategy, branding, sales Channel management, quality management and overseas expansion strategy. The book illustrates Gree’s success in China with lots of Chinese Characteristics. It illustrates the growth of a Chinese company in the context of the Chinese market. Part of the practical new Cases in Modern Chinese Business Series which offer revealing insights and analysis on how business is done in China. They offer case studies on how companies in China get started and how they succeed and fail. Clear and practical, each book explores how Chinese companies are expanding and thriving in the international market. All titles were written in China and give the real flavour of the Chinese business arena and some of the key players. To understand the economic and financial success of modern China it helps to get to know the business environment and some of the leading protagonists. These revealing new books show how.
- Publisher: Paths International Ltd
- ISBN: 9781844641130
- Weight: 333g