商品敘述：

What happens when an original design manufacturer (ODM) firm tries to transform itself into a branded goods seller? The case traces the evolution of ASUSTeK from a motherboard supplier, to an ODM manufacturer of desktop and notebook PCs, through its split into three companies that separately pursue the branded business, ODM, and contract manufacturing. Chairman Jonney Shih has to not only confront the challenges of brand building, but he also must build new organizational capabilities in ASUSTeK, while Pegatron struggles to win business from ASUSTeK''s former customers and now competitors. The case offers an opportunity to apply the lense of disruptive innovations to a discussion of outsourcing, examining the consequences for firms like HP and Dell that have outsourced most of their computer product design to ODM firms like ASUSteK,only to watch them morph onto competitors. Students can also examine how organizational resources, processes, and values can shape or limit its ability to move into new areas.

涵蓋領域：

Disruptive innovation;Organizational change;Manufacturing;Personal computers;Change management

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