| Summary: | 碩士 === 東海大學 === 管理碩士學程在職進修專班 === 94 === Taiwan OEM/ODM companies in electronic industry play very important roles in contributing to GDP and maintaining Taiwan’s competitive advantage and market visibility in worldwide competition. However, the finding is the dramatic change of Taiwanese top 100 high-tech manufacturers during late 10 years through the data of Common Wealth magaine. What are the reasons for some of the companies can grow rapidly to become top 100 manufacturer? Nevertheless, there are some high potential top 100 companies were declining obviously. What are going on there? Although it is difficult to have the answers for each case, the thesis is trying to find the relationship between relational capital and company competitive advantage basing on resource base view (RBV) and transaction cost theory.
OEM/ODM firms always invest significant customer-specific resources to capture and maintain the long-term relationshp with key customers. The specific resources include site specificity, physical asset specificity, human asset specificity and dedicated asset simplicity. However, if the firms depend on the business and relationship of specific customers, it will be very risky and uncertain. The relational captical may bring in the growth and profit for the company. But, if the firms cannot be market oriented to learn the customer needs and understand competitor’s strength and weakness, the firms will be in trouble if the customers terminate the relationship or turn down the business due to lack of the competitive advantage.
The thesis validates the competitive advantage should base on the establishment of distinctive capability and core skill. The reational capital is not able to commit long-term competitive advantage since the uncertainty as well as chaging environment and market. According to the market orientation, the firm will be able to build up valuable, scare, imperfect imitable and insubstituable resources to quanrantee the long term competitive advantage.
Key words: Resource base view, Transaction cost theory, Relational capital, Market Orientation.
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