Taiwanese firms want to engage in the brand building business, but they often lack the brand know-how and fail. This research endeavored to determine: 1) a systematic process for building an industrial brand, and 2) the dos and don’ts of building an industrial brand through a case exploratory research method. This research was based on interviews of four successful technology companies that have their own brands. The findings suggest that: 1) The Founder’s will and ambition has a profound influence on the brand establishment. 2) Firm building brand in the industrial market tends to start brand by serving in the niche markets. 3) When a company’s brand product could not achieve economies of scales, firms tend to take OEM/ODM orders to compensate for the missing volume. 4) Learning is another objective for firms to take OEM orders. 5) Firms tend to have separate teams dedicated for OEM and branded products. 6) The economies of scale tend to affect the establishment of a dedicated R&D team for OEM clients. 7) Firms engaging in industrial products tend to gather market information from secondary sources. 8) Firms tend to sell through overseas distributors or agents before establishing overseas subsidiary. 9) Firms tend to continue to cooperate with oversea distributors/agents even with subsidiaries. 10) Firms tend to start with expatriates in oversea subsidiaries then gradually increase the number of local employees.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0933510441 |
| Creators | 莊淑儒 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 英文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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