In the mid-1990s, Haier Group Co., China's leading home-appliance manufacturer, developed an entrepreneurial strategy to deal with a cultural attitude. The company had discovered that poor, rural residents saw owning a washing machine just to wash clothes as frivolous and many who had bought washing machines used them for multiple tasks, such as cleaning vegetables. Seeing the opportunity, company engineers modified the washing machines to avoid pipes clogging with peelings and the company produ...

BPIR Categories

1.2.3 Identify new innovations that meet customer needs
4.1.1 Identify market segments & target customers
4.1.4 Develop & implement marketing strategy

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