Consumption Based Appropriation of B2B Company: The Case Study of Intel Co.,

• Main Authors: Hu, Yuan-Jhih, 胡原誌
• Other Authors: Hsu, Mu-Yen
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/978hfz

碩士 === 國立政治大學 === 科技管理與智慧財產研究所 === 104 === Successful corporations such as Apple and Google can earn revenue through to the consumption process like selling advertisement after collecting users’ data, selling service or product on the APP Store and iTunes. Nevertheless, both the cases are B2C corporations. Can the same profiting strategy be applicable to B2B corporations? Intel Corporation, which is an integrated device manufacturer, is the largest B2B semiconductor corporation in the world. The semiconductor industry is one of the most valuable industry. Therefore, this research will test the hypothesis based on Intel’s case. This research will employ Industrial Economics, Transaction Cost Economics and Resource-Based View theory from the perspectives of the Production Based Appropriation and Consumption Based Appropriation to analyze the profiting strategy of Intel’s central processing unit product. We find that controlling key resources, lowering transaction costs and occupying fine position all contribute to the success of Intel’s profiting strategy. In addition, we have two conclusions. First, Consumption Based Appropriation can be applicable to B2B corporations. Second, Intel builds its competitive advantage through both Production Based Appropriation and Consumption Based Appropriation strategy.