A Chinese Firm Goes Global: The Gree Story

By Chen Zonglin, Zhou Xibing

This book examines the success of Gree Electric Appliances (a major Chinese appliance manufacturer), 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 book also highlights the problems experienced at Gree, the challenges successfully conquered, and its possible future paths. As part of the practical new Cases in Modern Chinese Business series, the book offers revealing insights and analysis on how business is done in China. The series provides 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. (Series: Cases in Modern Chinese Business) [Subject: Chinese Studies, Asian Studies, Business]


186 pages

Publication Date: 1/1/2015
Format: Paper
ISBN: 9781844641130

Available in other formats