GE Appliances: The Turnaround of a US Icon

This chapter narrates the remarkable turnaround of GE Appliances, an iconic American company. Purchased in 2016 by Haier after years of stagnant sales and a culture centered on internal efficiency and short-term profitability, the company underwent a significant transformation following its acquisition. In 2019, GE Appliances began implementing the RDHY model, and by 2022, it had become the second-largest brand in terms of units sold in the major appliances market in the USA. The chapter focuses particularly on the introduction of a new, radically different culture into a traditional, hierarchical enterprise. Initially, GE Appliances faced significant challenges in shifting from its established norms to the innovative, employee-centric principles of RDHY. This required a fundamental rethinking of its organizational structure and management practices. The chapter highlights the challenges and successes of this cultural transformation, illustrating how GE Appliances managed to overcome initial resistance and build a thriving, innovative organization. It also provides insights into the strategies used to integrate RDHY principles into an American business context, demonstrating the adaptability and effectiveness of the model across different cultural landscapes.