Is the European Market Ready for Air Conditioning? Inside Midea’s Blue Ocean Strategy.

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Summary.   

Europe’s household air-conditioning market has remained stubbornly small despite increasingly severe heatwaves. The window units prevalent in much of the word are typically incompatible with

Every summer, Europe gets hotter. Heatwaves arrive earlier, last longer, and grow more intense. Keeping homes cool is increasingly becoming a necessity. The U.N. World Health Organization estimates that 200,000 people have died from heat-related illness across the Europe over the past four years alone.