Proposing A 3-D Smiling Curve Paradigm to ResolveBranding Dilemma: The Case of Machinery Firms

• Main Authors: Hsien-Chung Ho, 何顯宗
• Other Authors: Peter J Sher
• Format: Others
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/89010470268855886952

碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 94 === 『To B(rand), or Not To B(rand)』,this study propose a 「3-D smiling curve paradigm 」to help Taiwanese machinery firms absolve from the dilemmatic situation between OEM and OBM by providing a wider and extendible thinking frame to formulate the most appropriate strategy for enterprises. Base on the theory of 「smiling curve paradigm」which created by Stan Shih, founder of Acer, this research point out the restriction of「2-D smiling curve paradigm 」concept. Machinery firms might feel dilemmatic due to the concern of strong resistance as well as high risk if they want to leap over from OEM to OBM. By merging the concept of 「Blue Ocean Strategy」;「differentiation」；and Grant’s corporate strategy theory of Vertical Integration and Scope of the firm, including「Product scope」、「Geographical scope」、「Vertical scope」;this research create a 「3-D smiling curve paradigm」by add the third axial trace - 「Segment differentiation market」to original「2-D smiling curve paradigm」. In the frame of 「3-D smiling curve paradigm」, the third axial trace - 「Segment differentiation market」can express either the segmentation of countries, geography area; or product function rank; or quality rank. Enterprises should examine their external factors and internal core competence to utilize limited resource to act the most proper roles at each supply chain of different market. In addition, by means of collaboration, enterprise can build a complete supply chain with its partner to gain maximum profit and the advantage for enterprise continued advancement. To proof the practicability and appropriation that Taiwanese machinery firms can run parallel of OEM and OBM in the structure of「3-D smiling curve paradigm」,this research interviewed the executive managers of three machinery firms and one research organization in addition to make deep study analysis for one representative machinery firm. Keywords: OEM；ODM；OBM；Brand；Strategy；Machinery；Smiling curve.