An exploratory factor analysis for capabilities transformation from design firm to own branding

Fang Chuan Lin, Meng-Dar Shieh

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

An exploratory factor analysis has been studied for capabilities transformation from design firm to own branding company. Many Taiwan's companies are trying to upgrade from OEM, ODM to OBM with the assistances from design firms or in-house design departments. That is to say, Taiwan design firms act as part of the manufacturing supply-chain. Lots of small design firms in Taiwan also put their efforts to transform to own-branding from their design basis. Sekond Creative Design is one of the small design firms, which want to build their own brands from different industries. A previous study as "unpublished" [1] using participant observation method obtained the results of the capabilities transformation from the design firm to own-branding by a resource-based view. This study has emphasized on finding the key factors, which can help design firms in Taiwan understand their strength and weakness. The questionnaires were distributed to the 133 customers who purchased Sekond Creative Design company's products or visited its branches located in Taipei and Tainan. A LIKERT scale with five points was used to evaluate the degree of preferences for each question. Seven factors were identified using an exploratory factor analysis. The factors, which are important for design firms in Taiwan to transmit the product value to the consumers and to meet their needs, are product design creativity, patent barriers building, product and brand identity, marketing communication, marketing positioning, channel management, quality satisfaction, and sales team management. The survey results also showed positive responses from customers to these factors.

Original languageEnglish
Title of host publication2016 International Conference on Applied System Innovation, IEEE ICASI 2016
PublisherInstitute of Electrical and Electronics Engineers Inc.
ISBN (Electronic)9781467398886
DOIs
Publication statusPublished - 2016 Aug 10
Event2016 International Conference on Applied System Innovation, IEEE ICASI 2016 - Ginowan City Okinawa, Japan
Duration: 2016 May 282016 Jun 1

Publication series

Name2016 International Conference on Applied System Innovation, IEEE ICASI 2016

Other

Other2016 International Conference on Applied System Innovation, IEEE ICASI 2016
CountryJapan
CityGinowan City Okinawa
Period16-05-2816-06-01

All Science Journal Classification (ASJC) codes

  • Computer Networks and Communications
  • Computer Science Applications
  • Control and Systems Engineering
  • Social Sciences (miscellaneous)
  • Business, Management and Accounting (miscellaneous)
  • Electrical and Electronic Engineering
  • Control and Optimization

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