Subject category:
Strategy and General Management
Published by:
Harvard Business Publishing
Version: 18 October 2012
Revision date: 3-Dec-2012
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https://casecent.re/p/83486
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Abstract
Develop its own branded line, or continue as an original design manufacturer (ODM)? Tung Lung Metal Industries Co Ltd is a Taiwanese maker of door lock hardware that is faced with the question of whether to continue to focus on its ODM business or start placing more emphasis on its own brand development and growth in global markets. The case explores the bumpy history of the company and raises questions around the downstream consequences of global outsourcing strategies.
Location:
Industry:
Size:
1,400 employees, USD120 million
Other setting(s):
2002-2008
About
Abstract
Develop its own branded line, or continue as an original design manufacturer (ODM)? Tung Lung Metal Industries Co Ltd is a Taiwanese maker of door lock hardware that is faced with the question of whether to continue to focus on its ODM business or start placing more emphasis on its own brand development and growth in global markets. The case explores the bumpy history of the company and raises questions around the downstream consequences of global outsourcing strategies.
Settings
Location:
Industry:
Size:
1,400 employees, USD120 million
Other setting(s):
2002-2008