This report discusses Haier's internationalisation strategy since 1990, its success, and principal attributes of its management system. The report highlights the company's locally designed, locally made, and locally sold approach, which is different from the pattern of internationalisation typical of western enterprises. The report also assesses the effectiveness of Haier's internationalisation strategy and how it has helped the company gain a competitive advantage in the international market. The report concludes by discussing the OEC management system adopted by Haier and how it has helped the company to innovate and develop new products and services.