Answer:
Haier's internationalization strategy since the 1990s has been characterized by several main features:
1- Global Expansion: Haier has pursued an aggressive global expansion strategy, establishing its presence in various international markets. It has expanded through acquisitions, joint ventures, and establishing subsidiaries in different countries.
2- Localization: Haier focuses on localization by adapting its products, marketing strategies, and operations to suit the specific needs and preferences of local markets. It emphasizes understanding and catering to the local consumer demands, cultural nuances, and market dynamics.
3- Brand Building: Haier has invested in building a strong global brand image. It has focused on creating a reputation for high-quality products, innovative technology, and customer-centric solutions. The company has positioned itself as a trusted and reliable brand in the international market.
These main features of Haier's internationalization strategy have enabled the company to establish a global presence, cater to diverse markets, build a strong brand, and drive innovation in the home appliances industry.