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Whirlpool's Roadmap in China: 2004
內容大綱
Details Whirlpool's initial years in China and illustrates the problems that a global industry leader can face while entering a new, developing market like China. Although it is relatively easy to gain access to the larger cities, there are many barriers associated with establishing a brand presence and gaining a foothold in the lesser developed regions of China. Allows students to examine how Whirlpool should reposition itself in China, investigating specifically whether Whirlpool China should concentrate on selling or sourcing in the future.