Exploring Business Model Adjustment from Adaptive Marketing Capabilities Perspective－A Case Study of Company A
Date Issued
2014
Date
2014
Author(s)
Chen, Yu-Lin
Abstract
Facing the cost-down pressure from international brand companies and the emerging rivals from China and Southeastern Asia, Taiwan’s high-tech industry, which mainly involves in OEM services, is in the critical point of transformation. Some companies try to develop brand business; however, the way to branding success is full of challenges and difficulties. The research explores the business model adjustments from adaptive marketing perspectives by doing a case study of a leading company in the industrial computers field. The four factors of adaptive marketing capabilities namely vigilant market learning, adaptive market experimentation, open marketing, and the ability to manage complex multi-company systems are compared with the case company’s real practices and key activities. With the reviews, the research identifies the case company’s strategies and tactics and provides good references for players of Taiwan’s high-tech industry.
The research widely and thoroughly collects the case company’s information and literature, including: business activities, corporate culture, executive team, and development history. In-depth interviews are also conducted to clarify questions on literature, as well as to collect more detailed practices. The successful factors of the company are identified and are compared with the four factors of adaptive marketing capabilities. The seeming independent activities of the case company are actually closely related. The case study shows how adaptive marketing capabilities, especially the vigilant market learning, can help companies seize market trends and win in the fast-changing and competitive marketplace.
Unlike OEM business which mainly focused on cost advantages, the research aims to provide manufacturers with different perspectives of business and marketing strategies. May the findings of the research bring help to Taiwan’s high-tech industry on business transformation.
Subjects
調適性行銷能力
經營模式
工業電腦產業
Type
thesis
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