INTERNATIONALIZATION PERSPECTIVE ON VALUE CREATION AND CO-CREATION OF MNCs CASE STUDY OF HAIER GROUP
Author
Hajzer, Andrea
Term
4. Term
Publication year
2018
Pages
104
Abstract
Haier Group er en kinesisk producent af husholdningsapparater, grundlagt i 1984. Siden starten har virksomheden fulgt en strategi om “nul afstand til forbrugeren” – at være så tæt på brugernes behov som muligt – samtidig med at den dyrker entreprenørskab og innovation. Under ledelse af Zhang Ruimin, inspireret af Peter Druckers idé om at virksomheders formål er at tiltrække og tilfredsstille kunder frem for blot at tjene penge, er Haier blevet formet af en klar ledelses- og forretningsfilosofi. Haier er blevet rangeret som nr. 1 producent af husholdningsapparater i ni år i træk. Virksomhedens value proposition er at skabe værdi ikke kun for kunder, men for alle interessenter i økosystemet, et princip der er indarbejdet i RenDanHeYi 2.0-modellen. Gennem vedholdende indsats og opkøb af globale producenter, især GE Appliances, har Haier opbygget kapabiliteter på både hjemmemarkedet og i udlandet og styrket sin konkurrenceevne. Den 6. juni 2016 offentliggjorde Haier opkøbet af GE Appliances. Transaktionen accelererede internationaliseringen og positionerede virksomheden som en global aktør blandt internationale konkurrenter. Opkøbet har skabt værdi for forskellige interessenter. Haier har øget sin omsætning og nettofortjeneste, hvilket har givet højere afkast til aktionærerne. Slutforbrugere får mere personaliserede brugeroplevelser, og medarbejdere kan opnå højere indkomst, når de aktivt deltager i forretningsaktiviteter.
Haier Group is a Chinese home appliance manufacturer founded in 1984. From the outset, it has pursued a “zero distance to the consumer” approach—staying as close as possible to users and their needs—while fostering entrepreneurship and innovation. Guided by Zhang Ruimin and inspired by Peter Drucker’s view that the purpose of business is to attract and satisfy customers rather than simply make money, Haier has been shaped by a clear management and business philosophy. It has been ranked the No. 1 home appliance producer for nine consecutive years. The company’s value proposition is to create value not only for customers but for all stakeholders in its ecosystem, a principle embedded in its RenDanHeYi 2.0 model. Through persistent effort and the acquisition of global appliance makers, most notably GE Appliances, Haier has built capabilities across both domestic and overseas markets and strengthened its competitive edge. On 6 June 2016, Haier announced the acquisition of GE Appliances. This transaction accelerated the company’s internationalization and helped position it as a truly global player among international competitors. The acquisition created value for different stakeholders. Haier increased its revenue and net profit, leading to higher returns for shareholders. End consumers benefit from more personalized user experiences, and employees can achieve higher income when they actively participate in business activities.
[This abstract was generated with the help of AI]
Keywords
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