Monday, December 22, 2014

Galanz: A Legend in China's Home Appliances Industry

CHEN Weiru, WU Kuangzhen, GU Lily
©2014 INSEAD Case Study
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Galanz evolved from a Chinese township enterprise to become the world’s number one microwave oven manufacturer in six years through an aggressive price war strategy and capacity expansion. Can Galanz now replicate its rapid growth model in other home appliance categories such as air conditioners, rice cookers, and refrigerators?