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商品編號： 9-709-466 出版日期： 2009/06/24 作者姓名： Yoffie, David B.;Kim, Renee 商品類別： Other 商品規格： 24p 再版日期： 2010/11/04 地域： Chinese Taipei 產業： Wireless communication providers 個案年度： 1997 - 2009
商品敘述：
Taiwan-based HTC Corp. had emerged as the world''s fourth largest smartphone manufacturer by 2009. CEO Peter Chou was extremely proud of the remarkable achievements his company had made over the last 12 years since starting off as an unknown manufacturer of PDAs for other companies. Yet Chou faced several decisions in order to move his company forward. Competition for high-end, sophisticated mobile devices was intensifying as HTC faced big name players such as Nokia, Apple, and Samsung Electronics. Many companies were offering their own application stores. What did HTC have to do to become a more powerful global brand? Where should HTC participate in the value chain in one of the most exciting, innovative product categories in the technology world?
涵蓋領域：
Mobile and wireless technology;Market positioning;Brand management;Growth strategy;Web and mobile applications
相關資料：
Case Teaching Note, (5-710-427), 10p, by David B. Yoffie
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