Integrating R&D and Marketing in Online Game Industry: A Case Study of Soft-World International Corporation

• Main Authors: Chun-Wei Chen, 陳俊維
• Other Authors: Bou-Wen Lin
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/79918579384033356892

碩士 === 國立清華大學 === 科技管理研究所 === 95 === 2007 is another stage of online game industry in Taiwan. The survivals must compete with the newborns. The key to success is integrating R&D and Marketing. In early stage, we learned how important marketing is. In the last stage, it showed advantage of R&D. Now, the trend is integrating R&D and Marketing. This research takes the greatest and the most successful online game group in Taiwan— Soft-World group for example. I design my research construction according to the ways of case study by Yin (1994: 90-99). I interviewed the top manager of Soft-World group and developed “directly internal integration” and “cross-organization integration” these two models. If strategy of company focuses on only R&D and marketing, it will choice cross-organization integration to be the most suitable integration model; opposite, company will choice directly internal integration. I also find that if online game industry in Taiwan wants to be advantaged, the companies in this industry must integrate themselves, because of the strength of Japan and Korea. Finally, I hope this research would be helpful to Taiwan’s companies and could create our own core competence.