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National Repository of Grey Literature 1 records found  Search took 0.01 seconds. 
International Brand Management of Taiwanese Companies
 Liu, Tan-Ya ; Štěrbová, Ludmila (advisor) ; Eickhoff, Matthias (referee)
Nowadays business environment becomes more and more competitive; companies are forced to enhance their position through strengthening of their marketing strategies and brand management. To build a brand and to develop brand management is a huge challenge for Taiwanese original design manufacturers (ODMs) or original equipment manufacturers (OEMs) as they focus more on contract manufacturing. The thesis identifies main strength and weakness of Taiwanese original design manufacturers (ODMs) or original equipment manufacturers (OEMs). Moreover, the study focus on the path and development of Taiwanese notebook and PC manufacturers Acer and ASUS and how they can enhance their position in the competitive business world by adopting brand management.
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