Empirical study

After an appropriate global brand approach for Chinese branded companies entering US and WE markets have been hypothesised in the last chapter, the approach is now going to be tested by real case examples. Four case studies of the Chinese household appliances and consumer electronics industry have been chosen as the study’s objects of research. These are namely Haier, TCL, Hisense and Lenovo. Before presenting the company cases, however, the chapter takes a closer look at the global household appliances and consumer electronics industry by benchmarking China against the US and Western European markets.