The Haier Way: The Making of a Chinese Business Leader and a Global Brand

Haier is the largest consumer appliance maker in China, regarded as the "GE of China." But back in 1984, it was a small factory on the verge of bankruptcy because no one wanted its poor quality products. Today, Haier is a multibillion-dollar conglomerate with over 30,000 employees worldwide. In the U.S., Haier brand appliances are sold in Wal-Mart, Best Buy, Home Depot, Office Depot, Target and many others. With production bases in America, Europe, Asia and Middle East, and with sales outlets in over 160 countries, Haier has become an international powerhouse that is well on its way to building a global brand. The Haier Way traces the appliance giant's path to success, from its early bleak years when the company director had to beg from the neighboring village head for loans to pay bonuses to his employees, to the glamorous achievement, in 2002, when Haier ranked fifth among global white-appliance makers. The book also examines the three strategies Haier has adopted to survive and thrive in the face of cutthroat competitions: brand name building, diversification and globalization. Drawing on interviews with the company's executives and employees, the authors offer a rare glimpse of the inner workings of the company and tell incredible stories about ordinary Haier employees who went the extra mile to help boost the company's image.

Jeannie Jinsheng Yi earned her Ph.D. from Washington University. The author of several books in both English and Chinese, she has been working on Wall Street since 1992 as a senior Asian business executive and consultant Shawn Xian Ye holds an MBA from the University of Baltimore. A translator, editor and educator, he has translated and edited over a dozen books, and taught English and business at universities and colleges in both China and the U.S.