Business Case Studies, Industry Analysis Case Study, Taiwan's OEM Industry: Acer's Branding Dilemma

print page
Tell A Friend

Case Categories

Share |

Industry Analysis Case Study

Case Title:

Taiwan's OEM Industry: Acer's Branding Dilemma

Publication Year : 2004

Authors: Gayatri. D & T. Phani Madhav

Industry: Engineering, Electrical and Electronics


Case Code: INA0025

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case Study

Taiwan has been enjoying a growth in the IT industry with a thrust on OEM/ODM (original equipment manufacturer/original design manufacturer) models, contrary to the developed companies' emphasis on brand building. Taiwan came to be known for anonymous products manufactured on behalf of their clients. Acer Communications & Multimedia's contract-manufacturing division supplied computer peripherals and other electronic components to multinationals like IBM and Sony, and at the same time also manufactured and marketed LCDs (liquid crystal displays) and mobile phones under its own brand name. With Acer's two businesses running simultaneously, a conflict of interests arose with the clients. To overcome the problem, Acer spun off its brand-name business as a new company – BenQ and the contract manufacturing business was named Wistron Corp.

Pedagogical Objectives:

  • To discuss the branding strategies adopted by BenQ to establish its brand name, and its transition from a 'no name no logo' product, to a branded business
  • To discuss the viability of BenQ's branding strategies when others in the industry abstained from brand-name business.

Keywords :  Acer Communications & Multimedia, Brands & Branding Case Study, BenQ branding, Conflict of interests, OEM, ODM (original equipment manufacturer, original design manufacturer), Taiwan contract manufacturing, Product customisation, Brand building, Brand name business, Globalisation, PC industry, Wistron Corp

Recently Bought Case Studies

    Recently Bought Case Studies

    Executive Interviews

  • David ConklinDavid Conklin

    David Conklin, is a professor at the Richard Ivey School of Business
    Speaks on Government and Business
  • Lord Meghnad DesaiLord Meghnad Desai

    Lord Meghnad Desai, is an Indian-born British economist and Labor politician
    Speaks on Government and Business
  • Vijay GovindarajanVijay Govindarajan

    Vijay Govindarajan, is widely regarded as one of the world’s leading experts on strategy and innovation
    Speaks on Reverse Innovation
  • View All Executive Interviews»

Contact us: IBS Case Development Centre (IBSCDC), IFHE Campus, Donthanapally, Sankarapally Road, Hyderabad-501203, Telangana, INDIA.
Mob: +91- 9640901313,

©2020 - 25 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap