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