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商品編號： 9-412-070 出版日期： 2012/05/28 作者姓名： Tushman, Michael L.;Herman, Kerry 商品類別： Other 商品規格： 31p 再版日期： 地域： Taiwan 產業： Broadcasting;Telecommunications 個案年度： 2011 -
商品敘述：
The case examines smartphone maker HTC''s 2006 decision to become a branded company. The case focuses on the cultural and organizational shifts HTC underwent to successfully make the transition from an ODM, founded in 1997, to a leading branded manufacturer (7% market share of smartphones in 2010), with the adoption of the tagline: ""Quietly Brilliant."" Significant challenges considered in the case include: transitioning HTC from a Taiwanese to a global firm, developing and maintaining a functioning global structure, building a sales and marketing force, and finding the right cultural balance between eastern and western capabilities.
涵蓋領域：
Communication;Management;International business;Organizational structure;Global business
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