6th
BusinessWeek: "What's In a Name? Fatter Profits"
Largely unknown Taiwan contract manufacturers are trying to reposition themselves as consumer brands
Good article in this week’s BusinessWeek (November 1, 2007) about how HTC, a once supply-only technology company, has begun its next move down the supply chain by re-creating its brandmark visuals and launching their first advertising campaign.
This creative strategy that allows Asian companies to slide away from their manufacturing roots and into the consumer mind is happening more and more these days (e.g. Samsung’s recent aesthetic focus, Acer and Asustek, which are both mentioned in the article), which is good for their bottom lines and growth of their respective regions, but added competition for Western companies to win with innovation and marketing as a price-leadership strategy will surely not win out against these Asian Tigers.
Read the article here.