Problem: There is a significant lack of research within the family business area which focuses on the micro-processes of strategy. Johnson, Melin and Whittington (2003) stated that while the field of strategy has traditionally concentrated on the macro-level of organizations, it needs now to attend to much more micro-level phenomenon. Furthermore, there is a general lack of research within the family business area in regards to strategy processes due to "the family business definition dilemma" (Lumpkin, Martin & Vaughn, 2008, p. 127). This dilemma is suggested to be lessened by a better understanding of the impact of the individuals on the strategic process. Purpose: This thesis examines influences on the micro-processes of strategy formation in the family firm in order to contribute to the family business research area. The specific influences that are in focus we labeled as 'components of identity'. These components of identity focus on the 'who' of the micro-process. Components of identity include identity, psychological ownership and attachment. Main research question: How and why do the components of identity influence the micro-process of strategy in a family firm? Method: This is an exploratory study which is based on a qualitative study of 14 individuals in six family-owned companies in the Småland area of Sweden. Semi-structured interviews were carried out with both family members and non-family members in an attempt to create case studies and contribute inductively. The case studies are presented in a storytelling format and were then used as a starting point for our analysis. Each case was analyzed from the perspective of the different components of identity as well as studying the influence that the dyadic relationship has on the family members. The names of the companies and the people involved have been changed in order to protect their privacy since this topic is personal in nature. Main findings: Gaining a better understanding within our area of study has allowed us to make some conclusions about the "how and why" of micro-processes of strategy in the family firm. One of the main findings, which makes a vast difference in this area of research, is the fact that the power-base within each company must be identified in order to enable a correct understanding of the micro-processes within the firm. Further, our results show that history, both in terms of historical decisions regarding the family business as well as the individual's past, play a significant role on strategy formation today. Moreover, the circumstances and emotions surrounding the individuals' entry into the family business impacts not only on succession process but also the direction of the firm, risk taking behaviour and asset retention. We were also able to make some conclusions with regards to family business strategy process. As well as provide a starting point for further research into the micro-process and the family business definition, we provide a basis for a possible new direction of governance research.

<p><strong>Problem:</strong> There is a significant lack of research within the family business area which focuses on the micro-processes of strategy. Johnson, Melin and Whittington (2003) stated that while the field of strategy has traditionally concentrated on the macro-level of organizations, it needs now to attend to much more micro-level phenomenon. Furthermore, there is a general lack of research within the family business area in regards to strategy processes due to "the family business definition dilemma" (Lumpkin, Martin & Vaughn, 2008, p. 127). This dilemma is suggested to be lessened by a better understanding of the impact of the individuals on the strategic process.</p><p><strong>Purpose:</strong> This thesis examines influences on the micro-processes of strategy formation in the family firm in order to contribute to the family business research area. The specific influences that are in focus we labeled as 'components of identity'. These components of identity focus on the 'who' of the micro-process. Components of identity include identity, psychological ownership and attachment.</p><p><strong>Main research question:</strong></p><p>How and why do the components of identity influence the micro-process of strategy in a family firm?</p><p><strong>Method:</strong> This is an exploratory study which is based on a qualitative study of 14 individuals in six family-owned companies in the Småland area of Sweden. Semi-structured interviews were carried out with both family members and non-family members in an attempt to create case studies and contribute inductively. The case studies are presented in a storytelling format and were then used as a starting point for our analysis. Each case was analyzed from the perspective of the different components of identity as well as studying the influence that the dyadic relationship has on the family members. The names of the companies and the people involved have been changed in order to protect their privacy since this topic is personal in nature.</p><p><strong>Main findings:</strong> Gaining a better understanding within our area of study has allowed us to make some conclusions about the "how and why" of micro-processes of strategy in the family firm. One of the main findings, which makes a vast difference in this area of research, is the fact that the power-base within each company must be identified in order to enable a correct understanding of the micro-processes within the firm. Further, our results show that history, both in terms of historical decisions regarding the family business as well as the individual's past, play a significant role on strategy formation today. Moreover, the circumstances and emotions surrounding the individuals' entry into the family business impacts not only on succession process but also the direction of the firm, risk taking behaviour and asset retention. We were also able to make some conclusions with regards to family business strategy process. As well as provide a starting point for further research into the micro-process and the family business definition, we provide a basis for a possible new direction of governance research.</p>

本研究旨在研究台灣企業如何由製造代工（OEM）/設計委託（ODM）代工階段走上自創品牌，以本研究架構為分析基礎，探討不同產業下自創品牌成功企業之案例，進而發現或歸納影響其自創品牌成功之主要因素為何，提供給目前身處於OEM或ODM企業在有心轉往自有品牌發展時，在擬訂未來經營策略時，能有所依循方向。 本研究以定性方法進行個案研究分析，透過次級資料的整理與個案訪談完成撰寫內容，個案訪談公司共計兩家，依序為法藍瓷與宏達電。依據文獻探討與個案訪談結果，整理出四項研究分析構面，解構個案公司自創品牌成功之影響因素，此四構面為產業環境、營運範疇、事業網路與核心資源，透過四構面的整理分析，能有助於外界對於企業自創品牌決策背後之組織核心能耐，能有著更深入的瞭解。 本研究發現成功企業於自創品牌之歷程中，共同存在著某些影響因素，有心自創品牌之企業可參照下述要項進行衡量： 一、分析產業之特性並隨時衡量企業所處產業價值鏈之位置 二、描繪自身產業網路進而分析自身事業網路之優劣 三、與產業內關鍵事業夥伴結盟與合作，建構專屬核心資源 四、積極延伸企業價值活動組合之服務，如往上游研發設計或下游行銷通路 五、衡量企業代工產品於市場上競爭強度如何，例如藉由在指標性市場之銷售量分析 / The goal of this research is to study how corporations in Taiwan transform original equipment manufacturer (OEM) / original design manufacturer (ODM) into the development of their own brands. In this thesis, the research approach is to analyze and discuss successful cases in different industry sectors and evaluate the critical factors that contribute to the successes. The results can serve as a strategic guideline for companies that are seeking to develop new and innovative brands. In this research, qualitative approaches are applied to case examinations through secondary data analysis and case interviews. There are two companies in the case study: Franz and hTC. The results are organized into four categories corresponding to four major contributing factors for brand value development. These factors include industry environment, business scope, relationship network, and core resources. Through the analysis of these four categories, the logistics for success in brand development can be well understood. During the study, it is shown that there are common points which influence whether the corporations can overcome challenges involved in brand development. The intended managers can refer to the following points as guidelines: 1.Analyze the industry trait and evaluate the company’s positioning in the value chain constantly. 2.Describe its own industry network and analyze the strengths and weaknesses 3.Develop strategy alliances and cooperate with key players in the industry; build and acquire specific core resources 4.Progressively make decisions based on successes from other companies such as backward integration toward research& development, or forward integration toward marketing distribution 5.Evaluate the competitive strength of the contract manufacturing products on the market by analyzing the sales figures of the key-index markets.

隨著時代的變遷，商業盛行，全世界的企業都很清楚了解到必須靈活運用經濟學的「比較利益法則」，才可以讓企業本身創造出成本極小化與利潤極大化的空間。美國密西根大學Ross Business School知名的教授C.K. Prahalad也提出「N＝1，R＝G」的觀念，證實了「全球化」在現今的確是一股讓我們不容忽視的力量與演進。 伴隨「全球化」而來的便是「在地化」所面臨的問題，這一點在過去傳統的實體產業中，國際企業已經對於在地化的策略有很深入的剖析與研究，但是由於時代的演進快速，現今商業市場最大，最具發展潛力的產業，儼然已經變成虛擬的網路資訊產業了。因此過去學者所研究的在地化策略是否在網路資訊產業中會有不同的地方？國際企業於在地化時，實體產業需要注意的地方會和虛擬的網路資訊產業相同或是相異？而網路資訊產業中的國際企業又應該如何制定在地化策略？針對國際企業的大舉入侵，本土產業是否有和抵抗其在地化的策略？這些問題在過去並無針對網路資訊產業做探討，因此本研究將以吳思華教授提出的策略三構面為研究架構基礎，針對網路資訊產業設計出新的研究架構與研究問題，研究問題分別為：（1）為了克服在地化的劣勢，國際企業如何爭取在地市場上的競爭力？（2）國際企業如何結合本身全球化的優勢與在地市場的競爭力？（3）國際企業達到全球在地化的關鍵成功因素為何？ 最後藉由次級資料的蒐集以及實地訪談在網路資訊產業中最具指標性的三家公司（Google、YAHOO!、愛情公寓）之一手資料，透過質性研究的方式，分析整理出以下研究結論，包括有在地市場環境的了解與掌握、網路位置的定位與連結整合在地資源、彈性策略、以及重新鍵結的在地策略…等。 / As time goes by, global commercial has been developed into a new stage. Businesses around the world now understand that the Law of Comparative Advantage must be used correctly to create the cost minimization and maximize their profits. Professor C.K. Prahalad, renowned professor in Ross Business School at the University of Michigan who developed a theory of “N=1, R=G”, restated that “Globalization” is indeed an invincible force in the new age. The topic of “Globalization” comes with the issue of “Localization”. In the past, localization business strategy has been analyzed and studied in depth for the traditional industry. Due to the rapid evolution of global business, the greatest business opportunities now lie in the virtual world of information and internet. Now the question is, are there any differences in the localization strategy of the traditional business and those of the information and internet industry? When traditional international enterprises develop their localization strategy, is it any different than the localization strategy of international information and internet businesses? How do international enterprises develop localization strategy in information and internet industry? How do local companies develop their best strategies to fight against the penetration of international enterprises? These issues are not discussed in depth in the information and internet industry in the past. This study is based on the Professor Wu’s theory, “Three dimensions of strategy”. This is redesigned in a new structure and, additionally, a set of innovative research questions. The research questions are: (1) In order to overcome the disadvantages in local market, how does international enterprise develop business strategies to gain the competitive advantages in a new market? (2) How do international enterprises combine their global competitive advantages with the special local market condition? (3) What are the key successful factors of “glocalization” for international enterprise? With the second-hand data collecting, and the first-hand information gathering by interviewing three representative companies (Google, YAHOO!, iPart) in information and internet industry, I developed the research conclusions through the qualitative research method which include the understanding and overall control of international enterprises in local market, the right positioning of the international enterprises in the internet and information industry, the integration of the global advantages and the local resources, flexible international business strategy, and recontextualization of local strategy…etc.