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Article: The competence and constraints of brand building for contract manufacturers.(Abstracts)(Abstract)(Report)
- Article from:
- Journal of Direct, Data and Digital Marketing Practice
- Article date:
- January 1, 2009
- Author:
CopyrightCOPYRIGHT 2009 Palgrave Macmillan, a Division of Macmillan Publishers Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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THEORETICAL, with examples. The Journal of Brand Management (UK), Vol. 15, No. 6, p. 412 (23pp)
Looks at the situation of contract manufacturers of electronic equipment in Taiwan, with whom giant US companies have placed contracts. Indicates that this outsourcing from the US was driven primarily by relative cost advantages in Taiwan. Shows how some such companies, having acquired manufacturing expertise and knowledge both of the products concerned and of the needs of the end users, have developed ambitions to create their own brands. Indicates the need for such contract manufacturers to evaluate both their own competence levels and the constraints that operate on ...