In 2015, the management of Haier Group (Haier), a Chinese company that designed, developed, manufactured, marketed, and serviced home appliances, faced a dilemma. Established in 2007, Casarte, Haier's high-end sub-brand, had sustained only a mediocre performance from 2007 to 2014, and its sales revenue had remained low. Had brand cannibalization occurred between Haier's mid-range to high-end products and Casarte's high-end offerings? Should Haier continue to develop Casarte, which would require more risk and investment? Or should it cut its losses and discontinue the business, which could hurt Haier's ability to compete in the high-end market? Baolong Ma is affiliated with Beijing Institute of Technology. Rubing Bai is affiliated with . Su Liu is affiliated with Shandong University of Finance and Economics.

【書誌情報】

ページ数：9ページ

サイズ：A4

商品番号：HBSP-W20941

発行日：2020/11/30

登録日：2021/5/12