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Quietly Brilliant: Transformational Change at HTC

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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.

【書誌情報】

ページ数:31ページ

サイズ:A4

商品番号:HBSP-412070

発行日:2012/5/28

登録日:2012/7/17

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