Small and medium-sized enterprises are the foundation of Taiwan¡¦s Enterprises. With their flexible and efficiency manufacturing characteristics, SMEs are the most contributors for Taiwan¡¦s economic growth. In the past, most Taiwanese firms focus on
OEM or ODM business. But in recent years, the growing wages caused manufacturing cost raise and Taiwanese firms faced the threat of severe global manufacturing competition. The situation has become increasingly difficult for many companies in Taiwan to stay in business. To build an own brand becomes an important strategy for Taiwan companies.
This study explores the international branding strategy of Taiwanese enterprise. A qualitative case study approach was employed in this study to study six Taiwanese firms which attempt to build their brands in the international market. The result shows that (1)
In order to quickly respond to environmental needs, the integration of internal resources (evaluate core capability) and the analyzation of external environment (market size) are required. (2) Entry mode: In order to lower the risk, Taiwanese firms prefer to cooperate
with local companies instead of foreign direct investment, unless the market size is big enough. (3) Operational strategy: Unlike other global brand, Taiwan brand developed a unique business model. (4) International organization: Headquarter and branch must coordinate and build two-way communication to deliver a consistent brand value.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0626112-172912 |
| Date | 26 June 2012 |
| Creators | Chen, Ying-Ju |
| Contributors | Pin-Yang Liu, Tai-Hwa Chow, Tsuang Kuo |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0626112-172912 |
| Rights | user_define, Copyright information available at source archive |
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