Research on Software Companies’ Transformation from OEM/ODM to OBM: A Case Study of CyberLink Corp.
Date Issued
2011
Date
2011
Author(s)
Wu, Chia-Ning
Abstract
As we forecast a stabilizing global economy, consistent growth in the IT sector points to significant momentum in the software industry. The “InterBrand Top Taiwan Global Brands 2010” report lists Trend Micro and CyberLink Corp. as two leading Taiwan-based software companies that have achieved international brand recognition and delivered impressive worldwide growth. This report spotlights the increasing importance of the global software industry and how the global IT industry will lead economic recovery into the next decade.
Leveraging key competitive advantages and implementing effective marketing strategies are two critical success factors in building a brand. This research into CyberLink Corp. core competencies, key success factors, competitive advantages, and marketing and channel strategies exemplifies current brand-building strategies in this new age of digital platforms and social media responsible for generating brand loyalty and brand valuation. Leading technology has been identified as the major catalyst of CyberLink’s global success, where strength in OEM bundling and internet marketing have been leveraged to build brand recognition with limited resources.
By investigating how CyberLink has successfully transformed its business model from original equipment and design manufacturer to original brand manufacturer, this case study outlines significant findings related to attested best practices in brand building for technology-based software firms versus those branding and marketing theories applied by firms in related sectors. It is expected this research will be a good reference for Taiwanese technology-based software companies exploring a global branding strategy.
Subjects
Brand
Channel Marketing
Marketing Strategy
CyberLink Corp.
Information Software Industry
Type
thesis
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