The key success factors of dual operations for original-brand manufacturing and original-equipment manufacturing – A case study of the “U” company

Abstract

With the rapid changes of the global industry enterprises continue to pursue market competitiveness and sustainable business strategy Taiwanese enterprises mainly focus on OEM manufacturing With the shrinking profits they began to develop their own brands but their own brands and manufacturing foundries The core competencies required for the two are very different Since then many industry observers experts and scholars have started their own business strategies for "own brand" and "OEM" or how to transform their own brands from "OEM" The study of the successful model Can an enterprise only choose one of these two business models? Does the company have an opportunity to strike a balance between these two business models? This study uses a single case study approach to explore the key success factors of maintaining a dual-track operating model of its own brand and foundry manufacturing through the development experience of the case company The results of the study show that the company wants to maintain its own brand and foundry manufacturing dual-track operation mode its key success factors include - companies need to pay attention to and strengthen the internal resources (technology manpower fixed assets build integrated shared database etc ) deployment operation Through good service quality strengthen customer relationship link and brand mutual trust and cooperation mode aim at the common market do a good job of market segmentation to ensure the market profit margin of both parties and enhance brand dependence by complementary value chain Create a win-win value for long-term interaction

Date of Award	2019
Original language	English
Supervisor	Yu-Chen Lin (Supervisor)