Realizing the growth potential through participation in the international marketing activities, Haier Electric group started its internationalization strategy in 2001 (Bai, 2005). For this purpose the organization took the start with the nearby market and its first subsidiary outside the country was established in 2002 in Thailand (Bai, 2005). The organization realizes remarkable growth in the country that led towards the extension of the internationalization strategy in the countries forming the ASEAN. The internationalization process of the organization has paid to the firm throughout its history as it has not helped the firm to realize its extra capacity, but the firm has also been involved in capitalizing the low cost labor advantage of the country (Zhu et al., 2000). In addition, the globalization has added to the organization as the organization has now been spending an increase amount on R&D efforts that has resulted in various patented products that has further added to the growth of the organization (Bai, 2005). In addition, the organization has been benefiting from the brand equity through its participation in the internationalization process as the process has added the brand value of the firm and consumers at large now trust the organization. This is evident from the fact that in the year 2008, Haier was named as first in the China top 10 global brand and the First Chinese organization in the 600 most reputable companies' index of the world. This could have not been possible without the internationalization process that the organization had undertaken that has now diverted into the globalization process (CIPD, 2005).
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