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Case
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Reference no. 9-613-069
Published by: Harvard Business Publishing
Originally published in: 2012
Version: 2 March 2015
Revision date: 16-May-2019
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

As an original design manufacturer (ODM) of television sets and leading supplier to Vizio, a market leader in the US for LCD flat panel TVs, AmTran Technology Ltd uses what founder Alpha Wu describes as a 'WE' model in which western companies perform sales, marketing, and product definition work, while eastern companies in Asia like his perform the engineering and manufacturing work. Confronted with commoditization pressure, Wu is presented with the opportunity to license a major TV brand. Is this consistent with his model? The case explores the changes that have taken place in the consumer television receiver market and the challenges faced by leaders of the analog market like Sony. It is intended for use with the technical note, 'Competency-destroying Technology Transitions: Why the Transition to Digital is Particularly Challenging'.
Locations:
Size:
Mid-size
Other setting(s):
2011

About

Abstract

As an original design manufacturer (ODM) of television sets and leading supplier to Vizio, a market leader in the US for LCD flat panel TVs, AmTran Technology Ltd uses what founder Alpha Wu describes as a 'WE' model in which western companies perform sales, marketing, and product definition work, while eastern companies in Asia like his perform the engineering and manufacturing work. Confronted with commoditization pressure, Wu is presented with the opportunity to license a major TV brand. Is this consistent with his model? The case explores the changes that have taken place in the consumer television receiver market and the challenges faced by leaders of the analog market like Sony. It is intended for use with the technical note, 'Competency-destroying Technology Transitions: Why the Transition to Digital is Particularly Challenging'.

Settings

Locations:
Size:
Mid-size
Other setting(s):
2011

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