| Summary: | 碩士 === 義守大學 === 管理科學研究所 === 91 === Since the introduction of high technology progress has increased rapidly, the structure of business has changed leading to a business environment, which has variety, complexity and uncertainty. As a consequence business resources, operating modes and dynamic market orientation cannot be forecasted or controlled with a reasonable degree of accuracy.
Confronted often with a lack of time, a choice of high quality products which number thousands maybe millions and the need to win consumer identification and at the same time be interactive and maintain an effective relationship with the customer; is a problem. Added to this is the need to have more goods and value added products, and decrease buying time. There is also a need to estimate customer demand and intentions, and create customer confidence in your products, increase company profits and maintain a competitive edge and increase the chance of success. To save time, the company can use international brand awareness that already has market value, and uses this to build and extend customer base and secure market share.
Therefore the need of the domestic company is to obtain a license from a highly reputable transnational company having brand strength to take advantage of brand awareness in order to make high value added products and to obtain valuable experience and learning opportunity from a market leader who has already built a market management strategy and service reputation, to increase the domestic company’s target market and using local knowledge and awareness endeavor to improve performance and strategy.
After related literature review and case studies, this study represents the following primary findings.
1. Aggressive innovator/pioneer possesses a high value-delivery system, and is able to separate their products from the competition. That is, they have a differentiation position.
2. In order for the domestic companies and high brand strength, the firms to work together and be successful there has to be a harmonious working relationship. Need an upright relationship.
3. High brand strength products are very attractive to the consumer; also the consumer will have loyalty to that particular brand.
4. A high brand strength product is able to impact the core competition and enable the local company to exploit any innovative opportunity.
5. Initially the important advantage for the local company is the access to high brand strength products; however as the relationship progresses the embedded resources take on greater importance.
6. A local company that could sustain competitiveness due to embedded resources is better able to utilize the experience of the high brand strength company than their counterparts.
7. Marketing ability of an aggressive innovator is directly related to its embedded resources of knowledge and relationship.
8. The leader brand is unable to resist a competitive company who is able to more readily attract customers; therefore it is extremely important for the brand leader to develop new products.
9. The value of a high brand strength company to a local company is that it provides a “tool”to achieve market share.
10. The ideology or business environment (or so-called “vision” of a company may have little in common with the products it produces yet it can strongly impact the business results.
11. The Licensor and Licensee need to build a long-term relationship of mutual trust; this is very important.
12. The company that is challenging the market leader needs to be able to exploit any chance given by the innovator, or to supply demand where cannot be met by other companies.
13. The imitating company can improve their products or improve their market strategy compared with the innovator company and in this way will reap the benefit.
14. The niche company has to get detailed knowledge, and understand the needs of their target customers in order to avoid falling behind the competition.
15. When a company is threatened due to demand transfer or economic recession that company needs to know how to change the conditions in order to survive.
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